Electronic Arts (EA) has appointed GroupM as its new media agency of record (AOR), replacing its former subsidiary agency, T&Pm, as part of a strategic overhaul of its global media buying strategy.
While EA has not disclosed the size of its media account, industry estimates from COMvergence place the company’s total media spend at approximately $120 million.
The six-month review process, which began in October 2024, was managed by media consultancy ID Comms and saw participation from major holding groups, including Publicis, Dentsu, and IPG.
According to EA, the gaming giant sought a media partner capable of “driving innovation and maximizing engagement with its worldwide player community.”
“We were thoroughly impressed by the capabilities and strategic thinking demonstrated by all participating agencies,” said Nora Ahern, EA’s VP of Growth Marketing. “GroupM distinguished itself with its ability to leverage advanced measurement tools, global scale, and performance-driven insights, ensuring EA remains at the forefront of media excellence in gaming.”
GroupM has not commented on the account win. The victory places additional pressure on the media buying network to deliver results for parent company WPP, which recently reported disappointing earnings.
