$10 MILLION TO PROMOTE TOM CLANCY VIDEO GAMES

Sausalito's Butler, Shine & Stern Gets Ubi Soft Entertainment Work

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SAN FRANCISCO (AdAge.com) -- As part of its plans to launch four new video games based on author Tom Clancy's works, Ubi Soft Entertainment has awarded a $10 million advertising contract to Butler, Shine & Stern of Sausalito, Calif., according to the agency and marketer.

The action games are based on Mr. Clancy's books Splinter Cell, Ghost Recon, The Sum of All Fears and Rainbow Six 3: Raven Shield.

Big holiday push
The games will be released in the next six months. TV and print ads are planned for a fourth-quarter a holiday push targeting those who enjoy the Mr. Clancy's books but haven't tried his games.

"We are looking to take the phenomena that is Tom Clancy and transfer it to the world of video games," said Greg Stern, the agency's president. He said the audience target is 15- to 34-year-olds, but it could go up to 39 by tapping those who enjoy the Clancy brand of storytelling.

Game packaging
Butler Shine also will help design the game's packaging. The 9-year-old independent shop has 38 employees and billings of $35 million. Other clients include retailer Anchor Blue, Einstein/Noah Bagel Corp.'s Noah's Bagles and Weider Nutrition International.

Ubi Soft's other game products include "Myst," "Batman" and surfing games among others.