Sony hires i-level for £5m online task

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.