TBWA\Manchester scoops Electronic Arts account

LONDON - Electronic Arts, the US videogames maker behind hits such as 'Medal of Honor' and 'The Sims', has appointed TBWA\Manchester to its eCRM account following a competitive pitch.

The agency won in a pitch against Grasshopper and WARL.

The agency will initially be responsible for harnessing the company's database of customers with an email-based campaign highlighting future releases and current games.

The agency may also be handed as yet undisclosed future online projects.

EA, which was launched in 1982, has grown from a home computing game publisher to become the world's eight largest software company and one of the world's largest third-party publishers.

EA is well-known for its sports games under the EA Sports label, as well as games based on movie franchises and long-running series such as 'Need for Speed' and 'Burnout'. In May 2008, the company reported net annual revenue of $4.02bn (£2.03bn).