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Electronic Arts Awards Its Media Business

Starcom succeeds WK Media

The Sims is among EA's portfolio of games.

The Los Angeles office of Starcom has won Electronic Arts’ U.S. media business after a review, according to sources.

Sources identified the other finalists as MediaCom in Los Angeles and UM in San Francisco. The Redwood City, Calif., video game marketer spends an estimated $130 million in measured media annually.

The winning agency succeeds WK Media, EA's media partner since 2005, which split with the company and did not defend. Select Resources International in Santa Monica, Calif., managed the search.

Executives at Starcom and EA could not immediately be reached. But sources said that the contenders had been told of the decision.

EA game titles include Madden NFL, The Sims, FIFA Soccer, Need for Speed and Battlefield.

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