Havas SE Cake will take the lead on all major launches, beginning with the UK introduction of Star Wars Battlefront on 19 November, as well as Mirror’s Edge Catalyst.
The retained PR agency won the account following a pitch process. Jim Dowling, managing director of Havas SE Cake, will lead the account, working alongside EA’s UK head of communications, Shaun White.
Havas SE Cake was formed in May this year, following the merger of Cake and Havas Sport & Entertainment.
Dowling said: "EA is undoubtedly a dream brand to work with, so this is an emphatic win to kick off our new Entertainment Hub created with the formation of Havas SE Cake. Gaming is a major part of our offering, and we look forward to executing some exciting ideas together – we’re already channelling our inner Jedi for the Star Wars Battlefront launch."
White added: "Havas SE Cake demonstrated a clear strategic vision and possess real expertise in the gaming industry.
"The ideas the team presented to us are perfectly aligned with what we’re trying to achieve as a business; they showed both passion and creativity which will allow us to deliver highly impactful campaigns for our players that complement the strength of our upcoming titles."
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