Activision's Call of Duty

Santa Monica, Calif.-based Activision - responsible for such videogame hits as the Tony Hawk franchise - has begun reaching out to agencies regarding its creative account.

The second-largest videogame company in the world behind Electronic Arts, Activision recently dropped independent shop Secret Shop, which had handled the business for three years, reports AdWeek.

Activision spend $25 million in U.S. media last year, fluctuating from $85 million in 2005. Publicis Group's MediaVest will continue to handle Activision's media duties.

Sources said Activision executives might be focusing on West Coast shops.