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Edge: Call of Duty: Brand at War

What are the PR implications of recent in-fighting at Activision between Infinity Ward's Robert Bowling and Treyarch's Noah Heller?

Whatever differences that may exist between the two firms they owe it to themselves and - more importantly - the franchise that they have both had a hand in building to keep disagreements private and amicable. How game's are promoted and who has the right to say what, be them developer or publisher, should form part of a brand's wider communications strategy and be agreed on by all relevant parties.

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