The Agency

Future, the special-interest media group, has appointed TheAgency, a leading brand and response marketing agency to develop creative online and print advertising for several of its high profile gaming brands.

The deal sees TheAgency develop advertising creative for Future’s GamesRadar network, computerandvideogames.com and PC Gamer magazine.

TheAgency also worked with Future’s marketing, publishing and senior creative teams to devise a brand positioning strategy for FirstPlay, Future and Sony Computer Entertainment Europe’s innovative new weekly interactive HD on-console show – launching in April exclusively for the PlayStation 3 console.

Saman Mansourpour, partner at TheAgency says: “We have been very excited by the prospect of working across Future’s impressive portfolio of games media brands that deliver real depth and engagement for committed gamers. Future and Sony are revolutionising games media with the launch of FirstPlay, and we were delighted to offer our support."

Richard Keith, publisher for Future’s games portfolio, adds: “We are currently reinvigorating brand strategies across key areas of our gaming media, which sees new print and online advertising rolling out across Future’s portfolio. The project undertaken by TheAgency complements the progress our in-house teams made, as we continue to grow the reach and influence of CVG, GamesRadar and PC Gamer, while successfully launching FirstPlay and communicating its innovative nature to gamers.”

James Kick, brand marketing manager for Future’s games portfolio, adds: “TheAgency have shown an outstanding ability to come up with engaging creative campaigns for our key gaming brands that stand out in notoriously cluttered media environments. They have managed to translate the editorial tones into advertising that raises a smile when you see it, which can only have a positive effect for the brands.”