Video game publisher Activision is reviewing agencies for its consumer PR business in North America.

“We sent the RFP to a select number of agencies proactively, but are open to other agencies with compelling experience developing creative communications strategies for global consumer, entertainment or gaming brands,” says Monte Lutz, Activision’s global head of PR.

Incumbent PMK*BNC has worked on the business for the last three years and has been invited to pitch to retain the business. The social media business that Edelman holds is not up for bid.

Lutz joined Activision last fall to lead global PR and innovate how the company tells its story and engages with fans. Activision - whose parent company stock soared last week - has big plans for its gaming franchises this year. It is bringing on a new developer to lead its blockbuster game "Call of Duty," while also phasing in new innovations on "Skylanders" and launching "Destiny" -- its next tent-pole franchise.

“We are also exploring news ways to connect with our audiences through an integrated approach to communications, content strategy and influencer engagement,” Lutz says. “Therefore, we want to make sure that we have the best partner to help tell the story for each brand and engage our fans in new ways.”

Parent company Activision Blizzard is the largest US video game company.

Before joining the Santa Monica-based Activision last September, Lutz was EVP of social strategy and programming at Edelman Digital, where he spent nearly seven years. Photo credit: Activision