Electronic Arts puts global media business up for review
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Video game company Electronic Arts which develops and publishes games like FIFA, Madden NFL and The Sims handles a large chunk of its media capabilities in-house. But the marketer just launched a review to find a strategic external media agency partner as it “seeks to re-imagine its media operations.”
The Redwood City, California-based marketer, a self-proclaimed “vocal constituent of the ‘in-housing’ trend over the past 18 months,” according to a company statement, said it has recently consolidated its internal media disciplines across channels, regions and business units. But it is still seeking a “strong external partner” for media work, according to the statement.
EA’s leaders have said having certain media capabilities in-house ensures that the company can “quickly map new opportunities in the marketplace” and have made the flow of information and feedback with internal teams “obstacle-free.”
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