EA Sports and Games seeks agency for UK consumer PR

EA Sports and Games is undergoing a pitch review for its UK consumer work, including the forthcoming launch of the latest Tiger Woods golf computer game.

Computer golf game: Tiger Woods
Computer golf game: Tiger Woods

The subsidiary of Electronic Arts is currently considering a pitch list of five agencies, which includes Hill & Knowlton, Radiator, Clifford French and Threepipe. Current incumbent Shine has been retained for the last six years, which is also repitching.

The news comes as EA announced it is standing by Woods ‘as an athlete’, following the sex scandal which has forced the golfing star to pull out of the sport for the foreseeable future.

EA has also stated that the scandal has not had a negative impact on sales of his video games. Last week EA announced it will be releasing Tiger Woods PGA Tour 11 this summer.

The brief will also include the launch of Fifa 11, which does not yet have a release date.

The one-year brief is worth over £80,000. The pitch is being handled by senior PR manager for EA Sports & Games Shaun White.

Shine founder and MD Rachel Bell said: ‘There’s no sense we’re going to lose it. The relationship couldn’t be in a stronger place. I just think they have got to the point where they’re thinking they should be seeing other agencies and doing other things.’

Rather than appointing one agency, the brief may be split between a roster of up to three agencies, with elements of the brief being handled on a project-by-project basis.

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