Electronic Arts was launching major titles across 34 markets while relying on multiple agency networks to create and implement campaigns. Freedman was brought in to take campaign implementation out of the agency network model and run it as a controlled, central operation that could deliver local-ready assets against in-market media schedules.
Over a 10+ year relationship, Freedman supported EA during which EA’s network expanded to more than 500 million unique active accounts, increasing both audience scale and the operational demands placed on global marketing.
Launches without marketing support: products were releasing without the required assets in-market.
Brand inconsistency: local teams compensated by commissioning “off-brand” work at extra cost.
Budget shocks: localisation/ implementation issues drove stress and fast-burning budgets.
Operational drag: significant management time was wasted chasing assets and reconciling who had what, where, and when.
Local frustration and compliance issues: lack of clear communication created friction between central and territory teams and increased the likelihood of missed media deadlines.
Freedman took ownership of multi-market campaign implementation for EA - sitting between central marketing, agency creative teams, media agencies, and local markets to control localisation, production, ordering, and delivery of assets against territory media plans.
We took implementation ownership away from the creative agency network model so creative teams could focus on producing campaign work while Freedman controlled the delivery route into markets. This involved putting a single, multi-lingual campaign management team in place to manage market requirements, timelines, and delivery status across 34 countries. We also introduced a “pre-order / opt-in” approach so markets could register requirements before creative completion, reducing late-stage surprises and rework.
We managed localisation and implementation from booked media plan through to delivery of final copy and assets, working closely with media agencies. The new central ordering route for in-market assets meant local markets weren’t forced into local agency workarounds to hit deadlines. Centralised purchasing of production and related services across regions also enabled the team to reduce unit costs versus buying in-market.
We adapted global creative for 34 markets while maintaining brand consistency. Media plans were reviewed during planning stages to minimise duplication and enable asset reuse wherever viable. We also operated fast-turn digital delivery so local markets could take late media deals/ offers without compromising campaign control, often within 24 hours.
In the first year of partnership, EA reported €3 million in savings, with 15% directly attributable to centralising asset production. Leadership also reported savings of up to 35% and a 30% reduction in project management time as workflows matured. Portals introduced by Freedman drove ongoing visibility and planning with 450+ users across 34 markets, ordering about 1,500 assets per month.
High-volume global launches were delivered within compressed timelines despite late-stage changes. Asset production has scaled significantly without proportional increases in operational friction. Rework has reduced, visibility has increased, and cost savings were realised in the first year of engagement.
Deadlines and quality standards are consistently met during commercially critical release periods.
EA moved from territory-by-territory implementation, often rebuilt by local agencies under deadline pressure, to a controlled central implementation operation. Markets gained predictable access to campaign assets and status visibility, while central teams reduced time spent chasing materials and reconciling activity across countries. The implementation load shifted away from creative agencies, allowing creative budget to be used for creative work rather than repeated localisation rework.
When annual revenue depends on a narrow release window, control of global delivery determines commercial stability.
Director, Creative Development, Digital Marketing and Brand Direction
Electronic Arts
