Sky appoints EHS Brann to help reduce customer churn

EHS Brann has won the £25 million Sky direct marketing account with a brief to help the broadcaster retain customers. The news breaks as Sky revealed it had added 183,000 customers in the past quarter.

The agency was appointed after a pitch against Tullo Marshall Warren and RMG Connect. The appointment extends Sky's roster of below-the-line agencies, which includes RMG Connect, Partners Andrews Aldridge, Flourish and Finex.

It will work on a brief to help reduce the "churn" figure, which Sky aims to cut from 11.9 per cent last quarter to 10 per cent in the medium term. It will also work on a project basis on customer acquisition.

Sky faces increasing competition in the pay-TV arena with BT on the verge of launching its on-demand TV service BT Vision, and the merged ntl and Telewest stepping up their offering with a relaunch under the name Virgin Media.

EHS Brann's appointment comes a month after WCRS won Sky's £74 million creative brief, following a pitch against Grey London.

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