EA Taps GroupM as Exclusive Media Agency of Record
Rewritten Article:
Get ready, gamers! Electronic Arts (EA) has shaken things up, naming GroupM as their go-to media guy (or gal, as it were).
Say 'so long' to T&Pm, who've been handling duties up until now. EA's global media approach is getting a serious overhaul, and GroupM seems to be just the ticket for that task.
The juicy details about EA's account aren't exactly common knowledge, but industry experts reckon EA spends around $120 million a year on media buys.
The search for a new media partner kicked off last October and lasted a cool six months under the supervision of media consultancy ID Comms. Publicis, Dentsu, and Interpublic Group (IPG) were also in the running.
According to an official statement, the video game developer was on the hunt for a partner who would bring flair to innovation and boost engagement with players worldwide.
Nora Ahern, EA's vice president of growth marketing, added her two cents, saying, "We were seriously blown away by the creativity and strategic thinking of all the agencies on deck."
EA's switch to GroupM comes with a boost in capabilities. The move aligns with a broader, revamped agency model, focusing on data-driven strategies and global scalability. This shift emphasizes GroupM’s consolidated resources over T&Pm’s more limited scope.
A competitive media buying scale is another reason for the change. EA, with its estimated $120 million annual media budget, needs a partner who knows how to put its money to work on grand campaigns. GroupM's global media investment leadership, with access to advanced tools and market-specific insights, is an asset for games like Madden NFL and Battlefield that cater to diverse audiences.
Structural alignment with WPP's recent reorganization is also an important factor. GroupM's recent leadership shifts, like the promotions of global chiefs and the arrival of Emily Del Greco as COO, signal a focus on operational efficiency and client-centric models. This restructuring meshes nicely with EA's need for streamlined collaboration and assurances of improved innovation.
Lastly, GroupM's emphasis on deeper fan connections rings true with EA's goal of strengthening relationships with its player community. The agency's ability to meld EA's gaming know-how with targeted media activation is quite the selling point, winning over markets where localized campaigns make all the difference.
By partnering up with GroupM, EA aims to streamline its media strategy and tap into WPP's evolving infrastructure to boost global reach and fan engagement. Play on!
- EA's decision to partner with GroupM is part of a larger shift towards convergence, aiming to boost engagement with players globally.
- GroupM's consolidated resources and focus on data-driven strategies, along with their global media investment leadership, make them an attractive partner for a business like EA, which spends millions annually on media buys.
- The alignment of GroupM's recent reorganization with WPP's structure is another significant factor in EA's choice, as it promises operational efficiency and client-centric models.
- With GroupM's expertise in shaping targeted media activation and localized campaigns, EA hopes to strengthen its relationships with the player community and expand its global reach.
