Hit or miss? BSkyB counter-attacks BT in row over running each other's adverts

Last week, BT attacked BSkyB for refusing to air its Premier League adverts on Sky Sports channels, accusing Sky of behaving 'like a Rottweiler running away from a new-born puppy'.

BSkyB: Wrote a letter to newspapers (Credit: British Sky Broadcasting Limited)
BSkyB: Wrote a letter to newspapers (Credit: British Sky Broadcasting Limited)

BSkyB group director of corporate affairs Graham McWilliam counter-attacked, calling BT a ‘£22bn gorilla in puppy’s clothing’ in a letter to The Daily Telegraph, The Times and The FT. He also lambasted BT hypocrisy for ‘blacklisting’ Sky ads for years.

How I see it

Neil Henderson, head of comms, UK and Ireland, MasterCard

This is a Ryanair/BA-style spat, with both companies trying to get consumers on their side. BSkyB sees BT as a formidable threat. That’s why it is not allowing BT to advertise on its channels. The current spat is probably a smokescreen; the real war is over broadband and telephone packages because that’s where BSkyB makes its money.

This is a good bit of comms from BSkyB. Instead of the usual channels, it wrote a letter to The Daily Telegraph, The FT and The Times. These papers’ readers are predominately ABC1, so getting coverage here is an ideal way to send the message out to BSkyB and BT shareholders.

Writing a direct letter also has more impact. You have to be more creative in comms now to get the attention of journalists and customers in this crowded information market. 

Was BSkyB's move a hit or miss? Tell us why, below.

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.