Between the Lines: Sky needs a creative boost

Sky's new brand chief, Matthew Anderson, has defied industry expectations and appointed WCRS to the massive £75 million Sky account (page 3).

Sources close to the business say that although the relationship between WPP's Sir Martin Sorrell and Sky's chief executive, James Murdoch, is strong, WCRS presented better work than WPP's Grey.

Anderson may not have done exactly what his boss would have wished, but he has done the right thing. Sky faces greater challenges now than it has for the past ten years, as finally there will be some credible competition in the non-terrestrial market.

Freeview has been a massive success, BT Vision's launch is just around the corner and the rebranded Virgin Media is going to be a force to be reckoned with. For Sky to maintain growth, it needs to raise its game in this feverishly competitive market.

It will need hard-working creative advertising, which WCRS apparently delivered on pitch day.

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