Electronic Arts splits with Starcom, and shortlists agencies for global media

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

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

EA is 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 agency to work on TV and out-of-home advertising and will handle digital media in-house.

The brand 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, the global director of brand and media at Vodafone, told Campaign that the in-housing process has been "overwhelmingly good".

Unilever has also saved €500 million by creating more content in-house.