Sony hires i-level for £5m online task

Ian Darby, Campaign 07-Mar-08

Sony has appointed i-level to handle the estimated £5 million UK online planning and buying account for its range of electronics products.

The business will switch from OMD UK, which has overseen online activity
since the Sony planning and buying account was consolidated into OMD
Europe in 2003.

Manning Gottlieb OMD will continue to handle online planning and buying

for Sony PlayStation, but i-level will now mastermind UK online media

for products that include TVs, computers, cameras and camcorders.

It is understood that i-level did not pitch for the business, but landed
the brief through an existing relationship with Sony after working on
Sony Style, its online shop.

The agency is said to have contacted media owners this week to inform
them it will be handling the business.

Dare Digital, which handles online creative for Sony, is unaffected by
the media switch.

Earlier this week, i-level was hired by BBC Worldwide to work on search
campaigns across its brands. Initially, it will work on search activity
for BBC Magazines.

I-level declined to comment.