I-Level won after a competitive pitch against incumbent agency Ogilvy.
The agency has handled the display and affiliate account for Sony Style since 2007, and poached the Sony UK account earlier this year from OMD. The search account forms part of an overall Sony account at I-Level worth £6m.
Sony is keen to integrate its digital activity under one roof, citing I-Level's expertise and experience with the brand as key factors in the decision.
Andrew Walmsley, founder of I-Level, said: "When brands are serious about digital, they need specialist skills to create effective integration. This way we can track the whole campaign, build a data model and manage Sony's investment across affiliate, search and media."
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