By: Natalie Mortimer, The Drum
Rockstar Games has appointed UM London to handle its £5m media planning and buying account following a competitive pitch.
The Drum understands that alongside UM, the7stars, Mindshare and Starcom MediaVest were involved in the process which was handled by creativebrief.
Incumbent MJ Media, which is serving a notice period, and UM London declined to comment on the account win.
Rockstar Games, creator of the Grand Theft Auto and Max Payne series, was also unavailable for comment at the time of writing.