Electronic Arts has made a few key changes in advertising, the first being the resigning of See Advertising of San Francisco as EA's primary agency. The publishing giant also put Wieden+Kennedy in charge of advertising for two of its strongest franchises, Need for Speed and Tiger Wood PGA Tour.



"Our ongoing relationship with See Advertising guarantees continuity in the campaigns that built EA Sports and EA Games, two of the most powerful brands in the entertainment industry," stated Carolyn Feinstein, EA's Vice President of Marketing Communications. "Our relationship with Wieden+Kennedy allows us to explore new ideas."



"We look forward to working with EA to better understand the culture and the consumer behind two of the industry's best-known game franchises," acknowledged Dan Wieden, President and Chief Creative Officer, Wieden+Kennedy.



See Advertising is no stranger to working Electornic Arts, as it has handled campaigning for over 30 of EA's franchises, including the Madden NFL Football franchise, the recent Fight Night 2004, as well as future releases The Sims 2, Medal of Honor Pacific Assault and Harry Potter and the Prisoner of Azkaban.



"Over 10 years and countless campaigns in North America and Europe, this agency has built a very special relationship with Electronic Arts," expounded See Advertising CEO Eileen Arbues. "We understand the company, its brands, its franchises and most of all, the people who buy and play their games. See appreciates the confidence EA has shown in extending this relationship."