TMW won the work after a three-way pitch against Harrison Troughton Wunderman and WWAV Rapp Collins.
The agency's appointment follows the selection last September of DDB London to develop advertising for the FT. It is now expected to drop its long-running "No FT, no comment" line in favour of "We live in Financial Times".
David Kirby, the FT's head of customer development, led the pitch. Previously, the title had used RMG Connect and DraftFCB on a project basis.
Kirby said: "I am delighted to appoint TMW as the FT's direct marketing agency for the EMEA region. We were extremely impressed by its understanding of our business challenges and the freshness of its creative approach."
The FT's owner, Pearson, announced in October last year that it was on course for record profits on the back of a 10 per cent rise in ad revenues at the newspaper. Speculation over a possible sale of the title has mounted since then.