MullenLowe has won the full service account for World of Tanks, one of the most popular online games with 110 million users worldwide. World of Tanks, owned by Wargaming, saw pitches from two UK and two US-based agencies. MullenLowe will handle creative and MullenLowe MediaHub media planning and buying.
The win marks Mullenlowe’s return to gaming as it previously handled games retailer GAME.
World of Tanks head of strategy Felix Morgan says: “MullenLowe were uniquely positioned in their balance between deep understanding of our commercial model and really exciting creative thinking. We are at an exciting time as a business with lots of opportunity ahead for growth, and Mullen Lowe feel like the perfect creative partner to help us maximise our potential”
MullenLowe London executive partner Phil Rumbol says: “Wargaming has a brave and creative ambition for World of Tanks. Our creative team jumped at the chance of pitching our ideas, and it’s a privilege to be appointed their creative and media partner.”