BSkyB hires Harvard to promote customer intelligence division Sky IQ

BSkyB has called in agency support to raise awareness of its customer intelligence division, Sky IQ.

Ladbrokes: has appointed Sky IQ as its customer intelligence management firm
Ladbrokes: has appointed Sky IQ as its customer intelligence management firm

Sky IQ manages the customer insight process that analyses Sky’s ten million-plus subscribers, and also works for other brands such as Molson Coors and Northern Rock.

Harvard, the technology, media and telecoms agency that will be part of the post-Bell Pottinger PR business named the Good Relations Group, has been hired without a pitch process.

Louie St Claire, MD of Harvard, said: ‘Sky IQ has huge potential to transform how brands market to consumers and it’s really only at the start of its growth phase. There’s a lot of talk about "big data" at the moment and Sky IQ is at the forefront of crunching this kind of information and producing business-changing insights out of it.’

The move to hire agency support comes after bookmaker Ladbrokes appointed Sky IQ as its customer intelligence management firm. Ladbrokes has asked Sky IQ to improve the experience for its customers across all channels, with a particular focus on invigorating Ladbrokes’ digital presence.

The agency is charged with raising awareness of Sky IQ’s abilities among senior marketing audiences, specifically targeting chief marketing officers. The brief also includes educating CMOs that Sky IQ works for major brands outside the BSkyB family.

The new brief expands Harvard’s work for BSkyB, which already includes ongoing retained relationships with Sky Broadband and its WiFi provider, The Cloud.

The Harvard team will be lead by director Pete Marcus, who also runs the Sky Broadband and The Cloud accounts. He will report to Hannah Graham, head of marketing at Sky IQ.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.