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

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.