The company is spending £2m in the UK alone on TV, press, outdoor and online for the Prince of Persia: The Sands of Time and Beyond Good & Evil.
The action adventure games are initially exclusive to PlayStation 2 and PC, and as such are regarded by Sony as significant to increasing its lead over rival consoles.
The games will become available for Nintendo's GameCube and Microsoft's Xbox next year.
According to UbiSoft's marketing director, John Parkes, TBWA\London's hiring was down to its work on the PlayStation 2 advertising account.
It secured the business after pitching against a number of undisclosed agencies. Media planning and buying is by youth specialist agency MJ Media.
Beyond Good & Evil and Prince of Persia: The Sands of Time launch on November 14 and November 21 respectively, with ads scheduled to break just prior to release.
They head a Christmas line-up from UbiSoft that also includes Tom Clancy's Rainbow Six 3: Raven Shield, Tom Clancy's Ghost Recon: Jungle Storm and Uru: Ages Beyond Myst.
PlayStation 2 has dropped its 'Third Place' brand tagline to adopt a more inclusive positioning using the line 'Fun, anyone'. The strategy is mirrored by Microsoft's efforts to position Xbox as a sociable entertainment experience with the global slogan 'It's good to play together'.
UbiSoft pulled in revenues of £315m for the 2002-2003 fiscal year, an increase of 23% on the previous year.
.jpg)
.jpg)