Sky appoints Di Falco as first head of strategic planning

Sky Media, the advertising sales division of BSkyB, is stepping up its effort to win revenue from other media with the appointment of its first head of strategic planning.

Agostino Di Falco, who recently left Starcom Motive after a restructure, will take up the role in August. His task is to work on creating solutions and ideas that will make Sky more attractive to advertisers. Sky is particularly keen to develop opportunities for advertisers that go beyond traditional spots.

Di Falco will report to Mark Chippendale, Sky's director of sales. His appointment follows recent comments by Dawn Airey, Sky Networks' managing director, that it is hoping to grow advertising revenue, and develop a unit to help smaller advertisers produce creative.

At Starcom, Di Falco was responsible for creating and running the Starcom Intelligence Unit, a division that offered consumer insights across planning briefs. He joined Starcom in 1998 when it was still part of Leo Burnett and was its strategic planning director before its merger with Motive in 2000.

Chippendale commented: "Agostino has an impressive understanding of the communications landscape and will bring valuable perspectives to Sky's drive to win new revenue from other media."

Di Falco said: "Few media owners are as well placed as Sky to offer integrated solutions that achieve clients objectives. I look forward to contributing insights that help brands leverage Sky's platform and programme assets."

Revenue from advertisers accounts for about 10% of Sky's total.

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