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15 March 2010

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Profero, the leading global, independent digital communications agency is delighted to announce that it is to take over responsibility for all EA’s digital activity in Australia, including their digital strategy and media buying which was previously being handled by RAZOR. Profero started working with EA in early 2009 delivering strategic consulting, website management, CRM, digital creative production as well as some select media planning and buying. Profero will now take strategic lead on all digital campaigns working closely with EA’s other agency partners. Barbara Wilson (Entertainment Marketing Manager for EA) cited the key reasons for the move as being the increasing importance of digital for EA’s business, matched with the quality of work Profero has delivered over the past 12 months, including ‘The Sims 3 Launch’ which is a finalist in the upcoming AIMIA Awards. 'Digital is a crucial communication channel for us and will play a vital role for maximising our business on key titles such as 2010 FIFA World Cup South Africa & Medal Of Honor this year,' Barbara Wilson, EA comments. 'Now more than ever, it is important to have a digital specialist delivering world class campaigns that grab our audiences’ imaginations.' 'Profero is thrilled to be working with such a modern iconic brand as EA,' Dave Bentley, Profero Sydney’s newly promoted MD notes. 'It is a hugely exciting opportunity to work strategically with a client that has such a strong digital vision. We look forward to blowing consumers’ minds this year.'