Mark Borkowski wins Grand Theft Auto sequel PR

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.

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.



Leader, p9.



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