Electronic Arts finalises PR line-up following major consumer review

Electronic Arts has finalised its PR agency support following a full review of its comms operations.

Popular Electronic Arts title: The Sims
Popular Electronic Arts title: The Sims

Shine Communications previously handled the majority of the work for the company’s three labels - Sports, Games and Play.

Following a six-way pitch, it will continue to work on the Play division, but it has lost the high-profile EA Sports account to Threepipe.

Threepipe will promote Sports’ major franchises such as Tiger Woods PGS Tour 2011 and will help to push forward the brand’s UK growth plans.

Meanwhile the Sports division has also hired Clifford French to promote its football franchises such as FIFA. The agency was previously retained for talent-relations in sport and music.

Mischief, who was already retained for The Sims 3, has significantly expanded its role to manage all of EA Games label. These include Medal of Honour, Need for Speed and Star Wars: The Old Republic.

PR director Simon Smith-Wright said the firm is keen to maintain its ‘market leader’ position by developing new products, and widening its consumer audience.

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