The lion's share of the account has been awarded to existing roster agencies Finex and Flourish. However, Partners Andrews Aldridge has won a place on the roster and will be tasked with customer acquisition and retention projects.
FCBi retains its place on the roster and will also be allocated work on a project basis.
The agencies will be responsible for developing campaigns across Sky's portfolio of products, including Sky+, Sky Box Office, home phone service Sky Talk and Sky Digital. The company is likely to adopt a more targeted approach to its direct marketing, creating specific campaigns targeting different demographic groups.
The review was overseen by customer marketing director Richard Draper. The consolidation is key to Sky's target of increasing its 7.4m subscriber base to 10m by 2010.
The company announced last year that it is to invest an additional £450m across its business in the next four years, increasing its advertising spend by 50% to £75m. Its direct marketing budget will also be boosted.
Sky’s old agency roster comprised Finex, Flourish, FCBi, Red Cell Response, Bright and rmg:connect. All repitched for the business.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
