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The move sees the multi-million pound account transfer from digital agency i-level into the two agencies who will split the natural and pay-per-click search activities.

Sky informed agencies of its decision yesterday. The several month-long pitch process involved Spannerworks, Latitude, MediaCom, incumbent i-level and The Search Works, as well as the two triumphant agencies.

i-level will remain Sky’s lead digital agency, however, as it retains control of the broadcaster’s online display and affiliate marketing spend, which together with search spend amounts to an estimated £25m.