The agency said its initial focus will be on Infogrames and the video-game software marketer's $35 million account that McCarthy Mambro won in April, but it plans to expand organically.
The West coast outpost is being run by two video-games veterans from Omnicom Group's TBWA/Chiat/Day, Los Angeles: John McGonigle, now general manager, and Ivan Wicksteed, director of strategic planning, a post he held at TBWA/Chiat/Day. Mr. McGonigle was a group account director on Sony Computer Entertainment's PlayStation at TBWA/Chiat/Day.
The Boston shop is the
MDC Communications Corp.-backed Crispin Porter Bogusky, Miami, meanwhile, has been struggling with its Los Angeles office, although agency executives said they expect the shop to pick up some new accounts soon.
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Alice Z. Cuneo and Rich Thomaselli contributed to this report.