Tester, a former media director at New PHD and, more recently, the marketing director at Holmes Place, will lead Sky Media's communications efforts with clients.
In particular, he will aim to demonstrate to advertisers and to Sky Media staff how best to integrate Sky Media's assets -- interactive advertising, sponsorship, online, text and print -- into advertising plans. This is an area the company is keen to expand, given the potential impact of personal video recording systems, such as Sky+, on traditional spot advertising.
Tester, 43, is Milligan's second senior appointment since he arrived at Sky in the summer. Last month, Paul Curtis was named as Milligan's deputy, joining from Viacom Brand Solutions. The appointments are seen as evidence of Milligan seeking to impose his own culture on what has in the past been seen as Sky's under-performing sales house.
The appointment marks the return of Tester to the TV industry after more than 20 years working for agencies and clients. At PHD, he was responsible for handling the Sainsbury's account and also worked on Mars. Before joining Holmes Place, he worked at Manning Gottlieb OMD on its AA business.
"I believe there is now a spirit of openness at Sky and a willingness to innovate and educate. It means that those advertisers prepared to embrace the opportunities that Sky's technology creates will be at the leading edge of communications effectiveness for years to come," Tester said.
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