Monte Lutz: 40 Under 40 2015

Global head of PR, Activision

Monte Lutz is a PR rockstar with strategies that are fully loaded. He leads the global, integrated communications team for some of the world’s most popular video games, including Call of Duty and Guitar Hero.

Since joining the video game publisher two years ago, he has built a more robust integrated communications strategy by demonstrating PR’s worth and spearheading important influencer and content marketing programs, including partnerships with 200 YouTube stars and 400 celebrities and athletes, and launching the Activision Games Blog and @Activision and @CallofDuty social presences on Twitter.

In less than two years Lutz has doubled media coverage and driven hundreds of millions of unpaid video views. A teaser campaign introducing Kevin Spacey as Call of Duty’s new villain driven 300 million impressions and received numerous awards.

Prior to joining Activision, Lutz led social media at Edelman as the EVP of social strategy, working on clients such as Volkswagen, Microsoft, Qualcomm, PayPal, Nestlé, and Shell. He quadrupled the size of Edelman’s LA team, launched the Seattle digital team, and established the firm’s social strategy group. An example of his work includes the MySpace and MTV collaboration to launch the 2008 Presidential Dialogues, the first virtual town hall meetings between young people and presidential candidates.

Lutz, a politico by nature, was also VP of marketing and development at The Public Forum Institute, producing congressional summits on education and technology earlier in his career. As a program manager at DTI Associates, he created campaigns for the Departments of Labor and Education, NASA, and the Occupational Safety and Health Administration.

Whether working on a video game, a car launch, or for a branch of government, Lutz always seeks to pair technology and storytelling to develop compelling media opportunities.

"Monte is advocating for a point of view in which PR is not just a media hub, but also a content and influencer hub for a company in which comms shifts from issuing press releases  to driving discovery and empowering fans to help tell a brand’s story," says Michele Wyman, VP of PMK-BNC, Activision’s consumer PR agency in North America.

- His career began on the other side of media, working at CBS and on C-SPAN’s assignment desk

- Lutz is the founder of ReelSoundtrack, an online music service that lets people find the songs they hear in movies with the soundtracks for more than 6,000 films

- He has also seen his own childhood dreams come true. As a kid, his favorite place was the Museum of Science and Industry in Chicago. As an adult, he helped open a permanent exhibit at the museum

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