Activision, the US-based videogames publisher, has promoted senior brand manager David Tyler to marketing director for UK and Ireland. He replaces Scott Morrison, who left the company earlier this year (MW July 12).
He will be responsible for all of the company’s marketing and will also spearhead efforts to extend its product range and positioning outside of the core gaming market of young men.
Tyler joined Activision two years ago and previously had responsibility for a number of titles including the Call of Duty franchise.
Prior to joining the company, Tyler held various marketing roles at consumer electronics company Philips and oil giant BP. He says his promotion is part of Activision’s broad-minded approach to marketing its games.
Earlier this year, Activision announced a marketing restructure and plans to add about 40 staff to its UK and European marketing team.
Activision has just started a new strategy with Bullying UK to combat bullying, in a tie-up with its Spider-Man: Friend or Foe title (MW last week). The move could be perceived to be a change of brand image.