Entertainment and gaming company Ubisoft has chosen UM as its U.S. media agency of record after a competitive review that started in late 2016.

The IPG Mediabrands network’s San Francisco office will handle planning and buying duties for the company, which is best known for the Assassin’s Creed, Far Cry and Just Dance game series.

“The impressive and thorough work by UM made it an easy decision to select them as our agency,” read a statement from Ubisoft’s vp of media and audience management Vanessa Vignon. “We look forward to our collaboration and successful new campaigns ahead.”

UM U.S. CEO Kasha Cacy said the gaming company thoroughly reviewed each competing agency’s capabilities: “Our model has been to take a very data-led, analytical approach. That was appealing to such a digital company.”

She added, “We have a team [in San Francisco] that is passionate about gaming, and we’re really exited to tackle it.”

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