Sky hires Mother for branding brief

LONDON - Sky has added Mother to its £104 million ad agency roster with a brief to work on a long-term brand development project.

Sky...Mother joins WCRS and Brothers and Sisters on roster
Sky...Mother joins WCRS and Brothers and Sisters on roster

The appointment of Mother, the agency that masterminded the brand launch of Sky's rival broadcaster Channel Five in 1997, will not affect WCRS, which continues to handle Sky's brand marketing, or Brothers and Sisters, which is responsible for channel and content marketing.

Mother will report to Andy Brent, Sky's recently appointed group brand marketing director. Brent joined Sky from Burger King last October.

Much of Sky's current marketing effort is being poured into specific channel and ?content marketing, with a big push to support its HD offer beginning this week through Brothers and Sisters.

Mother's role is expected to involve taking a more strategic approach to the Sky brand.

Sky's most recent brand positioning, using the strapline "believe in better", was created by WCRS in an attempt to portray Sky as a provider of a wide range of products and services.

MediaCom, Sky's media agency, and Venture 3, its brand agency, are also unaffected by the appointment.