LONDON — Games producer Activision has handed its UK press office and international PR hub to H+K Strategies after a competitive pitch, the Holmes Report has learned.

The consumer account had been handled by Red Consultancy since 2012, when it was thought to be the gaming industry’s most lucrative PR account. Red’s brief had included pan-European strategy, UK market implementation, launch campaigns and creative content for games franchise releases, events and media relations. Red did not repitch for the account.

H+K’s brief includes data and insights, and audience mapping. Technology MD Charlie Morgan said: “This is a pivotal win for H+K. We’ve long admired Activision. During the pitch process we learnt our shared passion for data and insight-led communications plans makes us kindred spirits. Activision does more than make video games; they shape the way people play and they create communities around people’s shared passions. We can’t wait to be an innovative partner, working together to create campaigns that excite and galvanise their audiences.”

Activision’s director of international PR Luke Mackay said: “After initiating a competitive review of our UK press office and International Hub account needs we have appointed Hill + Knowlton Strategies. H+K impressed with their cultural and audience understanding, creative energy and sophisticated approach to measurement. We’re looking forward to collaborating closely with Charlie and the team on our communication programmes. We’d also like to take this opportunity to thank the Red Consultancy team for many years of successful partnership and shared success”. 

Activision’s games franchises include Call of Duty (whose latest incarnation, Call of Duty WWII, was the best-selling game in the world last year), Skylanders, Destiny and Guitar Hero. It hired Blue Rubicon at the end of 2015 for its pan-European corporate brief.