MediaCom picks up games account

WPP's MediaCom has picked up the £2m planning and buying account for games maker Re:creation.

Re:creation's brands include Cranium, Power Rangers, Oidz and Phlat Ball.

Also involved in the pitch were youth specialists Matters Media, the incumbent, and BLM's Azure Media, which had a conflict with existing client the Character Group.

Re:creation senior marketing manager Michelle Edwards previously worked with MediaCom while at Brita Filter Systems.

"The number of our brands being supported by TV has increased significantly year on year and I expect this trend to continue," said Edwards.

MediaCom managing partner Nigel Robinson agreed TV would continue to form a major part of Re:creation spend. However, he said other media such as online would be increasingly important in targeting young consumers.

"This gives you the chance to surround kids' lives and talk to them in different places and at different times," he said.

With many retail chains achieving greater profit margins through their own lines than through branded products, trade marketing will form a significant part of the task.

MediaCom plans to tackle this through setting up relationships with other WPP clients and developing sales packs to give to retailers.

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