Mark Borkowski Press and PR has been appointed to handle consumer
PR for new PC and Playstation game Grand Theft Auto 2, the sequel to the
controversial Grand Theft Auto.
The first Grand Theft Auto was publicised by Max Clifford, who did not
pitch for the second account. The game was criticised in the House of
Lords, with one speaker accusing it of ’glorifying crime’.
Mark Borkowski won the account after a three-way pitch against
August.One and Third Rail.
Simon Jobling, European marketing vice-president at Take 2, the
marketing company and distributor behind the sequel, said that after the
controversy of the first game, a new approach was needed.
’You cannot keep playing the controversy card,’ he said. ’It is fair
enough for a one-off hit, but you cannot keep saying this or that is
more controversial, the consumers are too clever to be taken in. We want
to concentrate instead on the depths of the game.’
The game will be launched on 22 October. Jobling is looking to ship out
one million units of the game onto the high streets by Christmas, which
translates into a potential pounds 20 million in over-the-counter sales.
Borkowski’s contract will be reviewed at this time.