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Acti - Modern Warfare 2 to be "biggest entertainment launch ever"

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By retaining global ad agency TBWA/Chiat/Day, Activision reckons Modern Warfare 2's release can be the "biggest entertainment launch of all time."

"We believe the idea that TBWA presented to us delivers on that goal," said Activision chief creative officer Brad Jakeman.

"What we liked most about the TBWA campaign is that it's an idea that's big enough to be articulated in lots of different kind of media... that is always the acid test for a great idea."

For the record, GTA IV's launch on April 29, 2008, saw 3.6 million units of the PlayStation 3 and Xbox 360 title generate $310 million in global sales in 24 hours. Let's hope those ads are good ads.

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Patrick Garratt

Founder & Publisher (Former)

Patrick Garratt is a games media legend - and not just by reputation. He was named as such in the UK's 'Games Media Awards', the equivalent of a lifetime achievement award. After garnering experience on countless gaming magazines, he joined Eurogamer and later split from that brand to create VG247, putting the site on the map with fast, 24-hour a day coverage, and assembling the site's earliest editorial teams. He retired from VG247, and the games industry, in 2017.

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