MG OMD wins Eidos' £3m media brief

LONDON - Eidos, the company behind the Lara Croft: Tomb Raider video games, has appointed Manning Gottlieb OMD to handle its £3 million UK media business.

Lara Croft...Eidos appoints Manning Gottlieb OMD
Lara Croft...Eidos appoints Manning Gottlieb OMD

InvENTS, the agency's specialist entertainment division, will handle the account. It won the business after Eidos called a pitch following MPG's decision to resign the account (Campaign, 2 June).

The first work from the agency will involve the launch of the next Tomb Raider game, Tomb Raider: Underworld.

Other successful game franchises owned by Eidos include Hitman, Championship Manager, Kane & Lynch and Just Cause.

In April, the Advertising Standards Authority upheld complaints against four ads for the Kane & Lynch game and ruled that they should be withdrawn.

Jon Brooke, the head of UK marketing at Eidos, said: "I'm certain that Manning Gottlieb OMD's media planning and buying expertise is going to help make the likes of Tomb Raider: Underworld hugely successful."

Eidos is owned by SCi Entertainment Group, which acquired the business in 2005.

Earlier this year, it announced a cost-cutting programme designed to reduce staff levels by 25 per cent and to deliver £14 million in savings.

This followed a strategic business review in which SCi highlighted "disappointing game development" and a "failing to realise the commercial return our creative ability and shareholders demand".