The agency, which won the account following a five-way pitch, has been briefed to promote all upcoming games launches including Need for Speed Most Wanted, Medal of Honor Warfighter and The Sims property.

The brief will see PrettyGreen run an ongoing press office to boost knowledge and sales of all titles, in addition to bespoke creative campaigns to support the launches (with the exception of the EA SPORTS titles).

The account will be led by PrettyGreen group associate director Sarah Henderson, with support from account director Chris Grabowski. They will report to Electronic Arts’ PR manager for games James Bruce and PR manager on Maxis Bryony Benoy, ultimately reporting into head of PR Shaun White.

Shaun said: "We saw a lot of agencies from creds to pitch, but felt that PrettyGreen offered us a fantastic mix of creativity and passion, which we found so infectious. We're excited about embarking on a new journey with an agency that will challenge us internally and help us really push the boundaries."

PrettyGreen founder Mark Stringer said: "EA is one of those dream brands that's on every agency's wish list. It's a great win for the team and we feel somewhat honored that the guys at EA have chosen PrettyGreen, and are as excited as we are about the campaigns that we've developed."