Sony awards consumer electronics brief to Dare

LONDON - Sony Europe has appointed Dare to handle web development and online advertising for its consumer electronics division following an eight-week review.

Sony: Dare wins account

The multimillion-pound brief will see Dare work on digital activity for brands including Bravia, Vaio and Walkman.

Sony Europe retains a number of UK agencies for its consumer electronics division, including Fallon, Naked Communications and OMD Gemini. It has worked with digital agency Tonic for about four years on the Bravia and Walkman brands.

Sony is stepping up its online activity to put pressure on rivals such as Philips and Samsung. Both consumer electronics firms intend to invest heavily in digital marketing this year.

Sony spent just over £1.1m of its £21.2m UK media budget on online advertising during 2006 - a 52% digital hike on the previous year, according to Nielsen Media Research.

Last month Sony launched an online community to push the creative potential of its Vaio brand. The Vaio Nation website allows aspiring musicians and film-makers to upload videos and blogs showcasing their work.

The electronics giant plans to roll out more product-based social networks later in the year (Marketing, 28 February).

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