HHCL Red Cell set to join Sky roster after three-month review

HHCL Red Cell is tipped to win the Sky Plus creative account following a three-month pitch.

The agency fought off competition from Bates UK, the incumbent on the main Sky business, BMP DDB, Delaney Lund Knox Warren & Partners, Campbell Doyle Dye and WCRS.

It will now be tasked with raising the profile of Sky's personal video recorder (PVR). Sky Plus has so far received limited promotion, but Sky's marketing director, Charlie Ponsonby, has earmarked the service as a priority for this year.

Sky Plus currently has about 38,000 subscribers. It is linked to Sky's electronic programme guide and allows viewers to pause live TV and build their own TV schedules.

Sky has been keen to position itself as an all-round entertainment brand. Its last ad campaign ditched the strapline "a digital vision for everyone" in favour of "stay in and go somewhere different".

Ponsonby said a decision had not been reached on the review. HHCL Red Cell was not available for comment.

It was aimed at a broader audience than previous campaigns, and targeted people who were seen as potential conversions.