Sky holds pitch for the digital creative activity for Sky Plus

The satellite broadcaster Sky is holding a pitch for the digital creative account for Sky Plus.

It has shortlisted AKQA, Digit, Good Technology and a joint bid from the WPP agencies OgilvyOne and Perspectives Red Cell.

The account was put up for pitch following a three-month above-the-line review through the AAR, which saw HHCL/Red Cell take the account from Bates UK, the incumbent on the main Sky business. The pitch involved Bates, BMP DDB, Delaney Lund Knox Warren & Partners, Campbell Doyle Dye and WCRS.

WPP has a strong position in the latest pitch as the group also owns a 76 per cent stake in the digital agency Good Technology.

It is understood Sky is still considering whether the pitch will be solely for the digital business or will also include below-the-line elements, following many agencies presenting through-the-line strategies earlier in the pitch process.

The promotion of Sky's personal video recorder (PVR) has been earmarked by the company's marketing director, Charlie Ponsonby, as a major priority for the broadcaster this year.

Sky Plus links into the Sky Electronic Programme Guide and allows viewers to pause live television and cut out advertisements.