BSkyB to seek M&C replacement in ad strategy about-turn

BSkyB is poised to trawl for a new advertising agency to replace M&C Saatchi, which it parted company with earlier this year.

BSkyB is poised to trawl for a new advertising agency to replace

M&C Saatchi, which it parted company with earlier this year.



The broadcaster, which said it would take the advertising for its Sky

Entertainment division in-house at the time of the split, is now looking

for a new marketing director who will be briefed to conduct an agency

search. It is believed Sky is close to appointing someone to the

job.



Since the split in February, the broadcaster has set up a ’virtual

agency’ that includes input from WCRS and the design agency, Wolff

Olins.



Sky Entertainment, the distribution division of BSkyB, was created in a

restructure of the company last August. In 1998, it spent about pounds 8

million on advertising its satellite system and pounds 20 million on the

launch of Sky Digital.



The new marketing director will report to Jon Florsheim, distribution

and marketing director for BSkyB, whose remit also includes Sky

Networks, the broadcaster’s programming arm.



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