GroupM selected for Electronic Arts global media duties
By Abimbola Mohammed
Electronic Arts has been selected for GroupM global media duties after a competitive review that began last fall.
Making the announcement on its verified page on LinkedIn recently, GroupM wrote: “Game On, Thrilled to announce GroupM has been selected as Electronic Art (EA)’s global media agency partner.”
EA reported total advertising costs of $375 million in its fiscal year 2024. It didn’t break out media spend but agency research firm COMvergence estimates the company spent $120 million on measured media last year.
The post continued: “This partnership marks an exciting new chapter as we combine EA’s interactive entertainment expertise with our data-driven approach to engage players worldwide.
“Together, we’ll help maximize fan connections across EA’s incredible portfolio. Game marketer”
The award is effectively a retention for GroupM. After its last global review in 2019, EA awarded global media duties to m/Six, the media arm of The&Partnership, which at the time was an affiliate of WPP.
Last year WPP acquired the remaining part of the agency it did not already own. M/Six and The&Partnership were merged and rebranded to T&Pm.
The portfolio includes Need For Speed, Star Wars, The Sims, Battlefield and more.
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