OWN&P Taps Palisades Media Group as EA Buyer

Odiorne Wilde Narraway & Partners has hired Palisades Media Group to handle buying on its Electronic Arts account.

The San Francisco agency decided on Palisades, based in Santa Monica, Calif., after a review of 15 shops. Initiative Media, Los Angeles, worked with OWN&P on the business for seven years. Creative Media was the other finalist.

“They kind of reminded us of ourselves … small, scrappy and smart as hell,” said Paula Mangin, OWN&P partner and media director, about Palisades. “They all come from big agencies, and they are all people who wanted to get away from office politics and do great work.”

Under the deal, Palisades will handle broadcast and outdoor media buying for EA Sports, the popular video game brand whose titles run on the Play Station and Nintendo consoles.

Mangin said OWN&P enjoyed working with Initiative but wanted to make a change.

“We had a good relationship and they did a tremendous job,” she said. “We just felt like we needed to do something different.”

Mangin said the agency also considered handling the buying chores in-house.

Palisades, with 36 employees, also works with Miramax Studios—a fact that also drew OWN&P’s interest, said Mangin. Advertising movies, she said, is similar to marketing video games in that both are generally “built around a title.” She also said the employees at Palisades are passionate about sports and gaming.

“That was something none of the other buyers could give us,” Mangin said. “They knew a lot about the gaming category and gamers. They loved EA. They had everything.

“From a cultural standpoint, they just really understand what we’re doing,” Mangin said.

Representatives of Palisades could not be reached for comment.

Wayne Buder is president and head of account services for OWN&P; Jeff Odiorne and Michael Wilde are the co-creative directors. The shop has annual billings of roughly $35 million.

OWN&P has also worked with Burger King, Half.com, FogDog Sports and Joe Boxer. The shop recently realigned itself as a specialist in the 18-to-34-year-old market.