The deal is part of a triple win for the ‘ideas agency’, which has also been appointed to handle the brand’s PR and social media activity following separate pitches.
The experiential account, previously held by Imagination, will be led by the agency’s head of live events, Will McHugh, and will span consumer and trade sectors.
McHugh told Event he is working heavily on the brand's dealer launch in January which will will take a "completely different direction" with "more drama and more theatre" than before.
A run of product launches, trade shows and field events are also being planned, details of which are being kept under wraps.
The social media account will be led Cake managing partner Jim Dowling, while PR will be handled by head of PR Michele Charles.
Sony general manager of marketing Matt Coombe added: "Embarking on the hunt for any new agency is tough enough, but finding the right mixture of creativity and expertise across three separate pitch processes is a hefty challenge.
"Cake proved every time that it can deliver great ideas across each discipline, backed up with heavyweight knowledge and experience. We feel confident that we have found the best agency across each area to guide us in what is an important time for the brand."
Sony joins a Cake client roster that includes Coca-Cola, British Airways and BSkyB.
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