Four shops line up for pounds 7m Sky TV offensive

By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 12 December 1997 12:00AM

BSkyB has shortlisted four agencies for a pounds 7 million TV advertising push to promote dish sales as it bids to build new audiences and add to a subscription base of 27 per cent of homes.

BSkyB has shortlisted four agencies for a pounds 7 million TV

advertising push to promote dish sales as it bids to build new audiences

and add to a subscription base of 27 per cent of homes.



McCann-Erickson, M&C Saatchi, WCRS and one other agency have been

shortlisted to pitch for the TV-only brief. Sky’s creative agency of

record, the Design Clinic, will continue to work on radio, outdoor and

press campaigns alongside the creative consultancy, Branded. It is

understood that the decision to appoint an agency in addition to the

Design Clinic was taken because Sky wanted a shop with a strong TV

advertising heritage.



The review has been called by Mark Booth, Sky’s chief executive, and its

marketing director, Jim Hytner, who will leave the channel in April to

join Channel 5 as marketing director. The winning agency will be

appointed by mid-March with the TV work starting soon afterwards.



Sky is anxious to boost dish sales and introduce new consumers to the

channel, particularly in terms of its future plans for digital TV where

its existing customer base will become a target audience. It will be the

first time Sky has advertised on national terrestrial TV since 1995.



The television campaign will emphasise the low entry costs of Sky,

promoting the broadcaster’s basic package of more than 30 channels.



The Design Clinic has been used by Sky since its appointment by the

former marketing director, Philip Ley, in 1994. The agency had close

ties with Sky’s former chief executive, Sam Chisholm, and managed to

hold on to an account that had previously worked its way through a

number of creative agencies. However, there is industry speculation that

the whole account could be centralised into one agency when Hytner, who

has worked closely with the Design Clinic, leaves Sky for Channel 5.



Chisholm put sport and films at the heart of Sky’s programming, but

Booth is understood to be looking at broadening people’s perceptions of

the channels to try and boost penetration.



This article was first published on campaignlive.co.uk

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