EA selects GroupM as global media AOR after 6-month review
Summary
Electronic Arts has appointed GroupM as its new global media agency of record
The move replaces GroupM's own subsidiary T&Pm, signaling a strategic upgrade in EA's media approach
EA's total media spend is estimated at $120M by COMvergence
The review ran 6 months from October 2024, involving Publicis, Dentsu, and IPG as competing agencies
"Driving innovation and maximizing engagement with its worldwide player community"
01
Deal overview - GroupM replaces its own subsidiary at EA
GroupM wins EA's global media AOR mandate, replacing T&Pm - a GroupM subsidiary
EA's estimated media spend stands at $120M, though official billing size was not disclosed
The account review was managed by media consultancy ID Comms
02
Competitive review - major holding groups vied for the account
Review launched in October 2024 and ran for six months
Publicis, Dentsu, and IPG all participated in the pitch process
GroupM's parent WPP ultimately secured the mandate over major rivals
03
Strategic intent - EA seeks innovation-led media partner
EA framed its agency search around "driving innovation and maximizing engagement" with its global player base
"We were thoroughly impressed by the capabilities and strategic thinking demonstrated by all participating agencies"
04
What to watch - implications for EA's marketing posture
With a new AOR in place, expect EA to sharpen its paid media efficiency and audience targeting at scale
The upgrade from a subsidiary to GroupM's full network suggests EA is prioritizing broader strategic firepower heading into a critical period for its game portfolio
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