Activision Taps Sapient for 'Call of Duty' Digital Work

Agency Will Prep Global Effort for Latest Installment of Popular Gaming Franchise

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Activision Publishing has handed digital advertising for video game titles "Call of Duty: Modern Warfare 3" and "Skylanders Spyro's Adventure" to SapientNitro, according to the companies.

The agency is prepping a global campaign for the Nov. 8 launch of the latest "Call of Duty" release. With its eighth installment, the franchise has already raked in $4 billion in revenue and some analysts expect the strong sales to continue.

Omnicom Group's TBWA/Chiat/Day, Los Angeles, continues to handle creative for "Call of Duty." TBWA was responsible for the digital component for last year's "Call of Duty: Black Ops" release.

Activision has generally looked to a number of smaller digital agencies, such as London-based Viral Factory and 72andSunny, for its suite of games. Sapient appears to be one of Activision's first digital agency partners with such an extensive global footprint.

This is just the latest move for a marketing organization that has seen plenty of change in recent months. A few weeks ago, Brad Jakeman, exec VP-chief marketing officer for parent Activision Blizzard, left the company for PepsiCo. That departure followed Activision Blizzard moving its $150 million media business from WPP's MEC to Omnicom's OMD without a review.

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