The pitch process separated the account into three parts – social media, experiential and a straight PR remit with press office support. It is thought to be worth around £300,000 in total.
Sony ran the three aspects as separate pitches, but Cake won all three.
The agency will work with Sony UK on developing an implementing a creative consumer PR strategy to promote new and existing Sony products, and handle the brand’s day-to-day consumer press office.
The account was previously held by three-year incumbent Beige, which declined to repitch.
Michele Charles, head of PR for Cake, said: ‘We’re going to come up with campaigns that really surprise and inspire both its current fans and future customers.’
This is the first time the electronics company has appointed an agency to handle its social media. It has charged Cake with developing an overarching engagement strategy for the brand online as well as managing all of its social media presence on Facebook, Twitter, YouTube and Flickr.
Cake has also been tasked with handling Sony UK's product launches and trade shows.