BSkyB picks WWAV to create DTRV ads for Digital offering

WWAV Rapp Collins has been appointed by BSkyB without a pitch to handle all of the DRTV business for Sky Digital.

WWAV Rapp Collins has been appointed by BSkyB without a pitch to

handle all of the DRTV business for Sky Digital.



Sources close to the business confirmed that the agency had been

appointed at the beginning of the year, and one added: ’Sky wanted to

build up more responsive TV advertising and WWAV has proven expertise in

that area.’



The news comes two weeks after BSkyB parted company with its advertising

agency of just 13 months, M&C Saatchi, bringing the business in-house.

It appointed the consultancy, Wolff Olins, to carry out a review of the

brand in January this year.



WWAV’s first task on the business was to re-cut the existing branding

ads for Sky Digital, which feature children’s voices dubbed over adults

talking about what they want from their TV.



The idea behind the changes was to add more responsive elements. A

40-second brand responsive ad ran on ITV over the weekend with cutaways

from the vignettes showing the subscription phone number.



It is not yet clear how WWAV’s relationship with Sky will develop after

this initial push, though it has been suggested that the agency’s role

will be to continue to adapt existing branding ads to include responsive

elements, rather than shooting original footage for any campaign.



Neither Sky nor WWAV would comment.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).