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.

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