Cake replaces Ketchum, which worked on the £500,000 business for three years but did not repitch.
Cake will work alongside Sky’s in-house consumer team across all its brands, building the broadcaster’s reputation in the broadband and telephone markets and promoting its CSR strategy.
Sky’s PR rethink comes after a protracted dispute with rival Virgin Media and a successful bid by Setanta to broadcast Premier League games.
Freud Communications will continue to plan publicity for individual Sky programmes.
