Marija Radulovic-Nastic

The Challenge As SVP, Development Technologies and Solutions at Electronic Arts (EA), Marija Radulovic-Nastic had an impressive tenure and a unique point of view on the marriage of technology and art that had potential to unlock unparalleled media storytelling and insights. However, Marija hadn’t yet built significant visibility with Canadian journalists, and she wasn’t being invited to partake in nor lead influential, industry-wide conversations.

In an effort to amplify EA’s profile as an industry leader at the forefront of positive change, the brand needed to re-introduce Marija to reporters and raise her individual profile in a way which could both authentically highlight her experiences and inspire other women in gaming.

What We Did Citizen worked closely with the Electronic Arts team to build out key messages for Marija that included talking points on women in gaming, the future of Electronic Arts and Marija’s career to date. Before arranging interviews with top media contacts, Citizen conducted a media training session, during which we went over key tactics to help prepare Marija for any difficult questions she might be asked. We also walked Marija through a series of mock interviews and encouraged her to practise some tactics often used by spokespeople to control the conversation.

To re-introduce Marija to top tier business and industry trade outlets, we compiled a robust list of priority media across the country and opened the door to potential interviews by enticing reporters with impactful topics that played to her unique experiences, such as female leadership in tech, barriers to entry for female video game professionals, and creating more accessible gaming environments for woman & vulnerable groups. Equipping Marija with the context and messaging needed not only to speak to these topics, but also to weave in EA’s Positive Play Charter and overall industry leadership in promoting more safe gaming communities, led to traditional and social coverage across the country which included positive, branded headlines, verbatim quotes from Marija herself, and bold, brand-supplied key visuals.