Activision's estimated $20 million account had been at Publicis Groupe's D'Arcy Masius Benton & Bowles, Los Angeles. When the holding company decided to fold the Los Angeles shop, a decision was made to move the account across holding companies to Dentsu's Colby & Partners, Santa Monica. Dentsu is Publicis' largest shareholder.
D'Arcy staff at Colby
Although Colby plans to bring
Activision spent $20.6 million in measured media in 2001 and $22.9 million for the first 10 months of 2002, according to Taylor Nelson Sofres' CMR.
Activision, based Santa Monica, Calif., reports it sells two of the top five video games, "Spider-Man" and "Tony Hawk's Pro Skater," though holiday sales were disappointing.
While management said it plans to cut new product introductions significantly this year, the company, however, recently acquired Luxoflux Corp., a console software firm currently developing "True Crime: Streets of L.A." Activision also is involved in the development of a video game for the DreamWorks Pictures movie Shrek. Activision also acquired the master license for the popular children's book series "Lemony Snicket's A Series of Unfortunate Events" that is being developed into a movie by Viacom's Paramount Pictures and Nickelodeon Movies.