Electronic Arts ditches Freuds in favour of Shine

Electronic Arts, the world’s biggest video games maker, has dropped Freud Communications and appointed Shine Communications to its £250,000 UK consumer PR account in time for a series of major releases in the run-up to Christmas.

EA senior PR manager Caroline Thomas said Shine will also line up celebrity talent to promote and feature in future releases.

With 14 new games due before the end of the year, Shine’s brief is to promote EA’s entire range of games releases in consumer media outside the gaming pages, and manage its programme of consumer PR events. Shine will also chase media coverage for celebrities featured in the games and their marketing.

These include British actress Kelly Brook, who stars in Need For Speed Underground 2 and footballers Patrick Vieira, Andriy Shevchenko and Fernando Morientes for FIFA Football 2005.

EA’s biggest titles for Christmas include FIFA Football 2005, Golden Eye: Rogue Agent and Burnout 3: Takedown. Shine will develop story ideas to appeal to wider consumer media based on different aspects of the games.

Shine will target lifestyle and features pages of national consumer media and complement EA’s in-house PR team, which concentrates on gaming media and games reviews.

The hire follows a seven-way pitch involving two-year incumbent Freuds, Henry’s House, Herald PR, Cohn & Wolfe, Radiator PR and Threepipe Communications.

Last month, EA appointed Weber Shandwick to handle a European corporate PR drive (PRWeek, 6 August).

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