Glue Isobar lands Codemasters task

The software company Codemasters has appointed glue Isobar as the lead agency for the £10m global launch of its new action sports racing game DiRT 3 following a competitive pitch against one undisclosed agency.

DiRT 3: sports racing game
DiRT 3: sports racing game

Glue Isobar's global network will work on an integrated campaign for DiRT 3, which will incorporate above-the-line media, including TV advertising in the UK and the US, as well as digital and social media.

Guy Pearce, the brand director at Codemasters, said: "Glue conducted a brilliant pitch and demonstrated strong strategy coupled with exceptional creative."

DiRT 3 will be released on Microsoft's Xbox 360, Sony's PlayStation 3 and the Games for Windows - LIVE platform for PCs.

Mark Lainas, the group account director at glue Isobar, said: "This was the perfect brief for glue Isobar. Codemasters was looking for new ways to connect with their audience – the work we presented in the pitch will do just that."