BSkyB has consolidated its entire pounds 50 million advertising
account into St Luke’s after consolidating its marketing operation.
The win may lead to an internal restructure of St Luke’s which operates
as a co-operative. The agency is to recruit an additional 20 staff and
is using the win to reassess its structure. This may see the creation of
a third operating group headed by a new creative team or a more radical
The decision to appoint St Luke’s coincides with the merging of Sky
Networks and Sky Entertainment, the hardware and programming arms, into
This will be headed up by Scott Meneer, who was previously marketing
director of Sky Networks.
St Luke’s was appointed to handle advertising for Sky’s programming in
January, producing work for channels such as Sky Premier and Sky
Advertising for SkyDigital has been handled by internal staff and WCRS,
which together formed an outfit called Team Sky. They replaced M&C
Saatchi when it was sacked in February, but will now be disbanded.
’This is the biggest thing to have happened to St Luke’s since we
It will take our billings from pounds 80 million to pounds 110 million,’
the St Luke’s founder, Andy Law, said. ’We’re very, very excited. There
is a brave new world of broadcasting and Sky is leading the charge.
There’s a feeling that there’s a new sheriff out there.’
Meneer, who will be solely responsible for the future development of the
brand, said: ’When I appointed St Luke’s earlier this year to work on
channel marketing, people said it wouldn’t work because the cultures
were so different. But the agency has really got under the skin of our
business and really understands the brand.’