- BSkyB has pooled its entire £50m 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 move, said to be instigated by BSkyB's recently-appointed chief executive Tony Ball, sees the merging of Sky Networks and Sky Entertainment, the hardware and programming arms, into one division.
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 Movies.
Advertising for SkyDigital has been handled by internal staff and WCRS within an outfit called Team Sky. This replaced M&C Saatchi which was sacked in February.
TeamSky will now be disbanded.
"This is the biggest thing to have happened to St Luke's since we launched. It will take our billings from £80m to £130m.
"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 sherriff out there," said St Luke's founder Andy Law.
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 change.
"We are open to any organisational structure that makes sense. There may be a new group or a wholesale re-think of the system we have at the moment. We now face the challenge of running a co-operative of 120 people," added Law.
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."