Activision Blizzard, the California-based online, PC, console and handheld game publisher, has appointed marketing and advertising vet Eric Hirshberg as the CEO of Activision Publishing, effective September 7, 2010.

In his new role, Hirshberg will oversee Activision Publishing’s operational management, including its studio, product development functions and consumer marketing activities. He’s replacing Mike Griffith, who was promoted to vice chairman of Activision Blizzard.

Hirshberg joins Activision from Deutsch LA, a full-service integrated marketing and advertising agency, where he most recently served as CEO and chief creative officer. During his 13 years leading the company, Hirshberg developed strategies and multimedia campaigns for clients like Sony’s PlayStation 3, DirectTV and HTC, and became seasoned in the video game, subscription-based entertainment and mobile content industries.