Tomb Raider publisher Square Enix switches to Frank

The global games publisher behind the relaunch of Lara Croft and Tomb Raider has switched its UK consumer PR agency just months after appointing Exposure.

Lara Croft: switched to Frank for new game
Lara Croft: switched to Frank for new game

The video game giant, Japan’s second largest games firm, has called in Frank PR to oversee consumer PR across the brand’s portfolio.

The appointment comes just three months after the firm announced it had hired Exposure to handle PR in the UK. It is thought Frank won the brief via a three-way pitch and that Exposure did not repitch for the account.

Frank will support Square Enix’s raft of upcoming releases, including working on the release of Sleeping Dogs, a crime drama game that will be on shelves in under a month.

The publisher also owns the rights to the Tomb Raider franchise of games and caused a stir last month when media reports suggested that gamers would see the title’s heroine Lara Croft fight off a sexual assault in a new game set for this year. The company subsequently issued a statement saying that the game would not contain ‘sexual assault of any kind’.

The firm recently announced that English-born actress Camilla Luddington, most notably known for playing Kate Middleton in William & Kate, is to play Lara Croft, taking on the voice acting and motion-sensor work for the new release.

Frank will be supporting Square Enix with the campaign for its stealth game, Hitman: Absolution, due for release later in the year. The firm also publishes the Final Fantasy series of role-playing adventure games, which have sold more than 100 million units worldwide.

The agency previously worked on the launch of the biggest game of 2011, Call of Duty: Black Ops II, as part of its work for games publisher Activision. Activision switched its retained consumer account from Frank to Red in May earlier this year.

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