Electronic Arts reviews £34m pan-Euro account

Electronic Arts, the world's biggest video games maker, is talking to agencies. EA wants a fresh advertising perspective on its £34 million pan-European advertising account.

It is understood that Soul has been called in to pitch jointly with Odiorne Wilde Narraway & Partners UK, EA's agency of record. Soul has presented creative work for a pan-European advertising campaign to launch one of the games manufacturer's biggest titles of the year.

Additionally, EA has held early-stage talks with Abbott Mead Vickers BBDO, which would be able to offer a strong European network.

EA is behind games including Harry Potter, Lord of the Rings and the cult-classic city design series Sim City. However, it is best known for its quality sports simulations, which are published under the EA Sports division.

OWN&P UK is the satellite office of EA's San Francisco-based agency of the same name. The UK office was set-up in 1999 at the request of EA to promote games across Europe in line with massive growth in the region.

However, the UK office was struck a blow last August when EA appointed Wieden & Kennedy Amsterdam to handle the advertising for the international launch of FIFA Football 2003, one of the company's key titles.

It is thought that part of the reason EA has opened talks with agencies is because OWN&P UK has struggled to deliver suitable pan-European advertising for EA.

According to reports, EA doubled its European ad spend for the final quarter of last year to £20 million.

EA, OWN&P, Soul and AMV were all unavailable for comment as Campaign went to press.

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