Group M awarded £15m pan-European Ubisoft media

Ubisoft Entertainment, the French video games company, has handed its £15 million pan-European media account to WPP's Group M.

WPP's fourth-string network Maxus is expected to handle the business in markets where it has offices. The Group M agency BJK&E will handle the business in the UK.

The win follows a pitch against other networks including ZenithOptimedia. The UK incumbent is MJ Media.

The appointment of Maxus is a boost for WPP's plans to grow the network, which was launched in 2004 and has a strong presence in Asia and 32 offices around the world.

It has Maxus-branded offices in European markets including Norway, Italy, Austria, Germany and Sweden, but the European approach has been to grow the network on a market-by-market basis where required.

BJK&E, which is run by its joint managing directors, Tim Irwin and James Jennings, is the UK agency most likely to become a permanent part of the Maxus offering. However, Group M sources said that this had yet to be finalised.

Ubisoft is best known for its Tom Clancy Splinter Cell series of games. It is one of the fastest-growing games companies, with UK sales increasing by 55 per cent and US sales by 78 per cent during 2006.

BJK&E refused to comment on the appointment.