• March 16, 2009

Electronic Arts Inc. has announced the joint appointment of Heat and Freestyle Interactive as lead strategy and creative agency partners on its EA Sports Label.

The agencies will integrate to deliver advertising and marketing solutions behind all EA Sports video game franchises such as Madden NFL football, Tiger Woods PGA TOUR golf, NBA LIVE basketball, and FIFA soccer, and to reinforce the overall EA Sports brand. The appointment comes following a review of undisclosed agencies over the past few months.

Both Freestyle Interactive and Heat have existing relationships with EA and have worked jointly on campaigns for EA in the past, including Skate, Army of Twoä and Need for Speedä. This is the first time the two agencies partnered to pitch for a larger piece of the video game publisher's business together.--Tanya Irwin