Advertising Age Article Abstract
Activision Asks TBWA for Biggest Entertainment Launch Ever
Video-Game Maker Wants to Break Sales Record for 'Call of Duty' Sequel
NEW YORK (AdAge.com) -- Video-game giant Activision-Blizzard has tapped TBWA/Chiat/Day, Los Angeles, to handle marketing for its much-anticipated "Call of Duty: Modern Warfare 2." Now the agency must make good on a doozy of a creative brief: Make the November release of the game the "biggest entertainment launch of all time" -- bigger than any video game, any movie or other entertainment property. ...