The&Partnership’s media agency m/SIX has made a big move forward, winning video game company Electronic Arts’ (EA) global account, apart from the considerable digital elements EA handles itself. M/SIX pitched against incumbent Starcom (owned by Publicis Groupe), Omnicom’s Hearts & Science and Havas in a pitch handled by ID Comms.
EA handles strategy, planning and digital in-house meaning that m/SIX will look after broadcast and Out of Home among other things. EA said it was looking for a “strong external partner” earlier in the process but it hasn’t officially confirmed m/SIX’s appointment.
Assuming it does, it elevates m/SIX to a global player for US-based accounts. M/SIX already handles Toyota in Europe as part of a full-service deal with the Japanese car giant.
M/SIX comes under WPP’s GroupM umbrella. WPP owns 49 per cent of Johnny Hornby’s The&Partnership. Relations between T&P and WPP seem to have improved since Sir Martin Sorrell departed as WPP CEO, to be replaced by the more emollient Mark Read. The two entities are working together on T&P’s repitch for Centrica.