Ian McClellan is a classically trained marketer with 16 years experience across several sectors, and spent most of the last decade in video game marketing at Activision. He began by launching Guitar Hero III: Legends of Rock in the UK, and loved it so much that he led the marketing on all subsequent Guitar Hero and DJ Hero launches in the UK and Europe. He was then the European Marketing Director for the first three Skylanders launches, winning two BAFTAs along the way, before a spell as the European Marketing Director for Call of Duty. More recently, Ian has left Activision but stayed in the digital space, and is a Director and the General Manager of a boutique digital studio in the North East, called MMC. MMC specialises in solving client's communication problems through a combination of strategic consultancy, and by creating bespoke development solutions.