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Standards Authority upheld complaints against four ads for the Kane & Lynch game and ruled that they should be withdrawn.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