Ubisoft Canada has chosen Bleublancrouge to handle creative development for Ubisoft’s entire game portfolio, which includes more than a dozen franchises. The national mandate includes global strategic planning, creation and production of content, campaign rollout, as well as consultation on media and technology, according to a release.

The account win comes on the heels of two campaigns for Assassin’s Creed and Far Cry 4 from the agency this past fall.

“We were looking for an agency that would understand the needs of our consumers, adapt to the new realities of our industry and be motivated to take on new challenges in terms of content, technology and innovation,” said Lucile Bousquet, senior director of marketing and communications at Ubisoft.

BBR is hiring at least five new staffers to handle the account win, including two ADs and copywriters, and a creative technologist.

Ubisoft had previously worked with Publicis for its creative, recently picking up a number of awards, including Grand Prix at the CMAs, for the duo’s Watch Dog hack-inspired campaign.