Universal McCann is understood to have won the £5m planning and buying business for video games publisher Codemasters and is tipped to win the pan-European business for stationery brand, Sandford.
The Codemasters business was held by MJ Media and it is not clear if the agency repitched for the business.
The company is understood to be looking at ad strategies for generating new revenue streams as it gears up for the predicted growth in the video games market.
The new strategy emerged last month when it signed a sales and distribution deal with Warner Bros Home Entertainment Group.
From April, Warner will control all distribution and sales of Codemasters’ titles in North America. Warner will also handle product marketing for Codemasters in the region.
The company publishes a variety of games including Colin McRae Rally, Brian Lara Cricket and Dance Factory.
Universal is also poised to win the pan-European media planning and buying for Sandford, which owns a portfolio of stationery brands including Parker Pens and Paper Mate.
It is understood the agency won the business following a competitive pitch. It is not clear if there was an incumbent agency. It is thought that Universal will work across a number of its brands.
The US-based company has a number of offices across Europe, including France and Germany. Its UK office is based in Newhaven, East Sussex.