The movie Lord of the Rings was undoubtedly one of the most successful films ever. Aside from its tremendous and almost precise adaptation, its success could also be attributed to major marketing strategies around the globe. Developer Codemasters, it seems, knows this very well as they recently teamed up with a new media agency.

The UK-based publisher just confirmed that they didn't renew their previous contract with MJ Media and they are now in partnership with conglomerate Universal McCann. The said agency, aside from taking care of Codemasters' distribution deal, will be handling the publisher's planning and media buying business. It was reported that the new deal amounts to GBP five million or roughly around US$ 9.7 million.

Codemasters, furthermore, mentioned that this is a good time for them to join a power house media agency as they have a number of PC titles coming up. Universal McCann is one of the top companies in its field and has different heavy clients such as Coca Cola, Exxon Mobil, Intel, Microsoft, Sony, and MasterCard.