TBWA plans huge opening for Activision game

06/18/2009 | Advertising Age (tiered subscription model)

When seeking an ad agency to promote its new video game "Call of Duty: Modern Warfare 2," Activision-Blizzard said it wanted the "biggest entertainment launch of all time." That means beating big-time movie openings and game sales racked up by leading titles such as "Grand Theft Auto." Last week, Activision-Blizzard named Mediaedge:cia to lead its estimated $200 million media buying account.

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