EA picks MediaCom for pan-Euro task

LONDON - MediaCom has retained the £8m UK Electronic Arts media planning and buying account as part of a consolidation of the video games publisher's pan-European business.

EA Games... retained Mediacom
EA Games... retained Mediacom

The WPP agency, the incumbent on the UK business, won the estimated £80m pan-European EA account after a final head-to-head pitch against ZenithOptimedia.

EA, the creator of hit games including the Fifa football series and 'The Sims', called the review after announcing job cuts last November on the back of second-quarter losses of $391m.

The games publisher, the world's biggest, initially invited agencies to pitch for the business in January.

Recent advertising activity for EA has supported games including 'Beatles Rock Band' and 'Grand Slam Tennis'.

It has also launched viral and TV activity through Wieden & Kennedy Amsterdam to support its 'Fifa 10' game. Ads featured Manchester United's Wayne Rooney and the line "Fifa 10: How big can football get?".