Electronic Arts splits with Starcom and shortlists agencies for global media

ID Comms is assisting with the process.

Fifa 19: produced by EA
Fifa 19: produced by EA

Electronic Arts has shortlisted Hearts & Science and M/SIX for its global media planning and buying account, ending its relationship with Starcom.

The gaming brand held pitches for the business last month with all three agencies, as well as Havas Media, which has previously worked with EA, but this came to an end in 2016.

EA has yet to make a decision on the winner. ID Comms is assisting with the process, which kicked off at the beginning of the year.

The company, which produces games including The Sims and Fifa, wants the winning shop to work on TV and out-of-home advertising, and will handle digital media in-house.

EA is among a growing number of businesses that are deciding to take part of their media planning and buying in-house.

Last month, Sara Martins de Oliveira, global director of brand and media at Vodafone, told Campaign that the process has been "overwhelmingly good".

Unilever has also saved €500m (£430m) by creating more content in-house.

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