McCann to launch Grand Theft Auto IV

launched on the Sony platform before later migrating to other
systems.

Although the game will not be released until October 2007, publicity is
expected to begin this September, when the game is announced at the X06
Xbox "brand experience" event in Barcelona.

While McCann Erickson handles the overall Xbox account, the appointment
is not believed to have been made through Microsoft. Brian Fraser,
McCann's joint executive creative director, is understood to have an
existing relationship with Terry Donovan, the son of the photographer
Terence Donovan and one of the co-owners of Rockstar.

Advertising for GTA:San Andreas was slapped with a pre-watershed ban by
the Advertising Standards Authority in March last year. The ads featured
violent content from the game, including the lead character, Carl
Johnson, carrying out a drive-by shooting and firing a rocket launcher
at a police helicopter.

McCann's latest work for Xbox 360 was generated by its San Francisco
office. Microsoft is expected begin a major UK push on its
next-generation console in the run-up Christmas.

McCann declined to comment on the news.