Sky Mobile will launch later this year, and sees the media giant enter the mobile market after signing a deal with O2.
The deal gives Sky wholesale access to O2's network and turns the company into a "quad-player" with a TV, mobile, home phone and broadband offering.
Adam & Eve/DDB will handle social and digital for the new brand, while Sky's incumbent creative agency WCRS will handle advertising. No pitch was held for the advertising business.
Sky invited three agencies already on its roster to pitch, including WCRS, SapientNitro and FCB Inferno, sources told Campaign. The two non-roster agencies were Adam & Eve/DDB and Dare, the sources said.
Sky confirmed the appointment with the following statement: "Adam & Eve/DDB have been appointed by Sky to handle the digital and social business for Mobile, following a competitive pitch. WCRS will be responsible for the advertising account."
No date was given for the arrival of Sky Mobile, but reports suggest a launch is imminent.