Dare has secured the brief to create all online marketing for Sony, as well as new activity on its pan-European website. It covers all of Sony's products, including Bravia, Walkman and Vaio.
The first project is to design and build the new Bravia website. Dare will work with Fallon, which created the "balls" and "paint" ads for the brand, which have received considerable online interest on sites such as YouTube.
Naked, OMD and the PR agency Freud Communications are also on Sony's roster.
However, Sony will continue its four-year relationship with the digital agency Tonic, which works on projects including the "release your music" campaign that promotes new products such as the Sony Video Walkman.
The appointment of Dare comes as rival electrical giants step up their respective digital marketing activities. Toshiba is looking for digital agencies, as is the Korean electronics giant Samsung, which just began a global review.