The agency won the business following a competitive pitch, and will work across EA's portfolio of games including Fifa, Need for Speed and Mass Effect.
TBWA\London will handle digital, social, CRM and data. This includes responsibility for data analysis and segmentation for the EA customer database across Europe.
The agency joins an EA roster that includes Wieden & Kennedy Amsterdam, AKQA Amsterdam, Agency Republic and TBWA\Manchester, which continues to work on eCRM activity. The agency won the account in 2008 in a pitch against Grasshopper and WARL.
TBWA\London will work with its sister agency in Manchester as EA boosts investment in CRM across Europe. TBWA's Sydney agency, Whybin\TBWA, will handle EA's Asia-Pacific CRM activity.
In February, EA retained Wieden & Kennedy Amsterdam alongside AKQA Amsterdam to handle the global advertising for Fifa 12. W&K Amsterdam, which has worked with EA since 2002, handles advertising for the game, while AKQA Amsterdam works to bring the franchise alive in the digital space.
EA is currently in the process of buying PopCap Games, in a deal worth up to $750 million, in a bid to build its digital games portfolio.