LOS ANGELES (AdAge.com) -- Publicis Groupe's MediaVest USA has been awarded media planning and buying duties for THQ Gaming, the makers of video games for World Wrestling Entertainment, Marvel Entertainment and Disney. WPP's Mindshare was the incumbent for the L.A.-based account. MediaVest will plan and buy TV, radio, print, online and other media sectors for THQ, which spent an estimated $32 million on measured media in 2008, according to Nielsen Monitor Plus.
A MediaVest spokeswoman referred calls to THQ; a spokesperson for THQ did not immediately return multiple calls for comment; and a Mindshare spokesperson said the agency had parted from the account in August and did not participate in the review.
The win is a two-fold victory for MediaVest. The agency lost its previous gaming account, Activision Blizzard, to WPP's Mediaedge:cia in a global review for the $200 million account earlier this year, its biggest account loss in 2009.
But THQ also represents the third piece of business MediaVest has won from rival Mindshare this year. In June, MediaVest was awarded the $400 million account of pharma giant Bristol-Myers Squibb, a Mindshare client since 2001. A month prior, MediaVest also emerged victorious from a consolidated media review for the $500 million Mars-Wrigley account, having worked on Mars since 2004 and eventually inheriting the Wrigley portion from Mindshare, who had counted Wrigley as a client since 2006.
THQ has been the subject of recent acquisition interest from media titans Time Warner and Viacom, which drove the company's stock value by 13% in September, according to the Wall Street Journal. THQ's portfolio of Disney-branded games also syncs up nicely with the MediaVest's suite of family-friendly clients such as Procter & Gamble, Wal-Mart, Coca-Cola and Walt Disney Pictures itself.