EA Games appoints Agency Republic to launch ad task

LONDON - EA Games has appointed Agency Republic to handle the global through-the-line advertising for the launch of its new first-person shooter computer game, Battlefield Bad Company 2.

EA Games…integrated brief
EA Games…integrated brief

The agency scooped the business after a pitch against two undisclosed agencies.

Wieden & Kennedy Amsterdam, which has previously produced a number of campaigns for EA, was not involved in the pitch.

As well as producing digital advertising for the game, the agency has also been briefed to produce a TV campaign that will launch in the run-up to its release early next year.

Agency Republic has produced digital advertising for a number of computer games in the past, including Sony Computer Entertainment's Killzone 2, which scooped a silver at this year's Cannes. The appointment comes in the same week that Agency Republic won the digital advertising account for Premier Foods' Hovis after a final pitch against Work Club.

Agency Republic will handle all of Hovis' digital communications. The brand had previously worked with digital agencies on a project-by-project basis, including the Manchester-based Code.