Agencies line up as BSkyB reviews growing business

LONDON - BSkyB is reviewing its £23m direct marketing account as it tries to meet ambitious new subscriber targets.

It will see pitches from a mixture of roster and non-roster agencies in January.

The pitch is part of the broadcaster's strategy to increase its 7.4m subscriber base to 10m by 2010. The company has announced it is to invest an additional £450m across its business in the next four years.

The figure includes a 50% rise in its annual above-the-line spend to £75m. Its DM budget (£23m, according to Nielsen Media Research) could double.

BSkyB's roster comprises Red Cell Response, Finex Communications, Bright, Flourish and rmg:connect, all of which will participate in the pitch in January.

Richard Draper, BSkyB's customer marketing director, is overseeing the review.

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