The brief, thought to worth upwards of £500,000 a year, is the gaming industry’s largest PR account and is currently held by Frank PR.
Red will be charged with handling both Activision’s UK PR and European co-ordination and will run the company’s press office functions, media relations, social media and events PR.
PRWeek understands that, due to the size and scope of the brief, a number of Frank employees working on the account may move to Red under the TUPE regulations. However, it is thought that the complex contractual details around the reassignment of the account remain some way from resolution.
Activision, Red and Frank all declined to comment.
Frank repitched for the work as part of a pitch list thought to include Cake, 3 Monkeys, Freud Communications, Hill+Knowlton Strategies, Ketchum Pleon and Fever.
Activision is best known for its Call of Duty franchise, with the firm shifting more than 3.1 million copies of Modern Warfare 3 in the UK in 2011. The Call of Duty games are the top selling titles in the industry, although rival Electronic Arts was the biggest selling publisher of 2011 overall.
Red was recently caught up in a separate case involving TUPE proceedings when the agency won a £1m Boots consumer PR brief from Lexis. As a result eight Lexis employees moved over to Red in October 2011, of which five still remain at the agency.