Sky begins agency review

BSkyB is looking for a new agency to help it connect more positively with consumers and aid its corporate goal to boost subscriber numbers.

Sky: new TV ads focus
Sky: new TV ads focus

Ketchum, the agency that has worked on Sky’s consumer PR for the past three years will not be re-pitching for the account, thought to be worth around £500,000. The review does not affect the media brand’s relationship with Freud Communications, which will continue to plan publicity for individual programmes.

The agency search has been initiated by Christian Cull, Sky’s director of customer communications, who joined the company in March from Waitrose. He has brought in the AAR’s head of public relations Alex Young to manage the process.

The PR re-think coincides with a period of change for Sky, which launched a new brand advertising campaign last month under the slogan ‘Believe in Better’. One of the campaign’s aims is to push the company’s CSR activities, including its carbon-neutral status.

As well as general consumer strategy work, the brief for the agency will include comms covering CSR, customer service and Sky’s magazines.

On an operational level, Sky has been actively pushing new services, including its phone service Sky Talk, Sky Broadband and High Definition TV.

Although its recent subscriber growth has pleased the City it faces a wealth of competitive threats, most notably from Virgin Media. This is also the first season that Sky will not be showing all live Premier League football games, with rivals including Setanta having won screening rights.

Sky currently has 8.5 million subscribers. It aims to build to 10 million by 2010.

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