Sky hands Andrews Aldridge direct task

Partners Andrews Aldridge has won a place on BSkyB's £23 million direct marketing roster following a shake-up of its agency relationships.

Andrews Aldridge will work on customer acquisition and retention projects.

The incumbents, Flourish, FCBi and Finex, which also pitched, will continue to work on other projects.

The review follows Sky's decision to boost investment in the business by £450 million as part of its bid to increase its 7.4 million subscriber base to ten million by 2010. The figure includes a 50 per cent rise in its above-the-line spend to £75 million, while its DM budget could double.

Richard Draper, Sky's customer marketing director, is overseeing the process.

Phil Andrews, the managing partner of Partners Andrews Aldridge, said: "Sky has ambitious plans and we're excited about working with the client on making them happen."

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