Sky looks for online agency to fulfil new subscriptions brief

Sky, the satellite broadcaster, has approached online agencies about a brief to build its subscription levels through digital channels.

The broadcaster is holding a pitch between five online agencies in the next fortnight. The majority of Sky's interactive activity is created through Universal McCann Interactive, the interactive division of Sky's media agency.

Tony Ball, the chief executive of BSkyB, said earlier this year that 10 per cent of its subscriptions sales were online. A key task for the appointed agency will be to increase this.

Universal McCann Interactive has worked for Sky on creating online activity for its Sky Pictures division, as well as Sky Sports.com and the personal video recorder service TiVo.

Greg Houfe, Sky's head of marketing operations, said: "We are looking at five agencies to pitch for online acquisition. We have been selling online since March 2000 and this side of things is growing."

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