Darran, who is the ad agency's client managing director on the broadcaster's business, will join BSkyB early next year. The details of the position are still being finalised but it is understood that it will be equivalent to a brand director role and will sit in the new brand management division.
Darran, who has been with WCRS since joining as a graduate in 1994, will report to Stephen Van Rooyen, managing director, sales and marketing, at Sky.
In the past year BSkyB has made several changes to its sales and marketing department under Van Rooyen,who was appointed in August 2011.
In January, former BBC Worldwide marketer Luke Bradley-Jones joined as brand director, television products, with responsibility for the marketing of Sky's TV products such as Sky Go, Sky Anytime+ and Sky Multiroom.