Activision Publishing on Friday showed that there’s no need to hire only hyperactive gaming nerds from within the video game industry.

The games giant on Friday named Brad Jakeman, former executive vice president of corporate marketing at Macy’s, to become its chief creative officer. Mr. Jakeman will head the company's global advertising, media, marketing, and consumer research.

 “Now, more than ever, whether it’s retail, banking, or video games, consumers across all categories are drawn to engaging, relevant, and entertaining advertising content – content which builds brands and grows businesses,” Mr. Jakeman wrote in an email.

The choice to hire Mr. Jakeman may reflect a desire on Activision’s part to be able to appeal to a wider audience and lure more people to its games. 

Mr. Jakeman will be responsible for boosting all of Activision’s franchises, which include the popular Call of Duty and Guitar Hero games.