Activision confirms new media and planning agency

Activision Blizzard has confirmed that Mediaedge: cia (MEC) is acting as its new TV media planning and buying agency for North America and Europe.

The firm has dropped previous partners Starcom MediaVest and Horizon Media following an internal cost-saving review.

"Our decision to consolidate with MEC is not a reflection of the performance or quality of service and talent at Starcom MediaVest Group or Horizon Media. They have all been valued partners and have demonstrated extraordinary passion and understanding of our business," offered Brad Jakeman, chief creative officer of Activision Publishing.

"Until now several media agencies around the world were assigned to Activision Blizzard and the goal of the review was to identify one global agency that would better allow the company to benefit from its combined scale in the marketplace.

"We believe MEC's approach to media planning and buying coupled with their experience and capabilities make them a strong strategic partner as we look for new and innovative ways to reach our customers and improve effectiveness across our business," he added.

Partners of MEC include Bang and Olufsen, Sony Ericsson, Mitsubishi, Campbell's Soup Company and Barclays.

"We are delighted that Activision Blizzard has selected MEC,” commented Charles Courtier, CEO of MEC.

"This success, first of all, is due to our fantastic team effort across the network. It also reflects our ability to drive business internationally but ultimately deliver at a local level. And to be given an opportunity to do this for Activision Blizzard globally – a client with such exciting brands at the forefront of entertainment and culture – is extremely satisfying."