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
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.