Sky moves to boost direct agency roster

LONDON - Sky is holding a pitch to find a direct marketing agency to add to its £25m below-the-line roster.

The broadcaster has approached a number of agencies with a brief to handle its customer acquisition, retention and retail account.

News of the pitch comes in the same week that WCRS was handed the £75m advertising account in a final shoot-out against Grey.

Sky already works with Finex, which handled the bulk of its customer communications. RMG Connect works across acquisition, retention, win-back and contributions -- increasing the amount existing customers spend with Sky. Partners Andrews Aldridge provides strategic and data insight and the Bristol-based Flourish works on customer marketing.

The company spent £24.6m on DM in the year to September 2006, according to Nielsen Media Research.

Sky is said to be expanding its roster to help it fight competition from cable and Freeview, which have become stronger in the past two years.

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