Electronic Arts appoints GroupM to global media account

Electronic Arts has appointed GroupM as its global media agency following a competitive review managed by ID Comms.

GroupM’s T&Pm was the incumbent on the account, but a group solution from GroupM pitched for the account and will carry out media planning and buying duties going forward. 

The other networks which competed for the account were Publicis, Dentsu and IPG. Campaign understands that EA narrowed its shortlist down to IPG’s Mediahub and GroupM before choosing the latter. 

Nora Ahern, EA’s vice-president of growth marketing, said that EA was “thoroughly impressed” by all participating agencies but that GroupM "stood out with their vision and approach."

T&Pm, then known as MSix & Partners, was appointed in 2019 after EA split with Starcom.

At the time, MSix & Partners was a media agency within WPP but it has since integrated with The & Partnership to form T&Pm.

The video games company produces titles such as FC25, The Sims, Battlefield and Star Wars Jedi: Survivor.

Mediahub declined to comment.