BSkyB plans to radically restructure its sales team into a
’one-stop shop’ to encourage agencies to buy integrated TV, internet,
sponsorship and text campaigns.
As of 1 January, the department will be divided into three divisions
headed by group sales directors Steve Brown, Paul Bailey and John
They will each have responsibility for 20 staff.
Each group will have managers for each of the following: client service,
sponsorship, internet and text pages. These will be pooled from Sky’s
specialist sales teams.
Sky is also looking to assign a strategic planning manager to each team
- a first for Sky sales - who instead of chasing ad revenue will
generate creative ideas involving as many of its media as possible.
The company has divided its media agencies between the three groups and
is visiting the top players to talk them through the new structure. The
three units will be run by head of agency sales Richard Hawking, who
reports to Sky’s sales controller Mark Chippendale.
However, the senior internet and sponsorship salespeople will remain
separate from the new groups.
The thinking behind the restructure is to offer agencies more integrated
solutions, pushing alternative media such as Sky’s websites or Sky TV
Guide rather than relying on TV sales. Sky’s ad revenue gained from
television is increasingly being eaten into by ONdigital and
Chippendale said of the shake up: ’A couple of years ago we told clients
they could buy more media such as the internet. However, instead of
being a one-stop shop, we ended up creating lots of separate
He added: ’Instead of going to agencies with a list of things to sell
and asking ’do you want any of these?’ we want to match what we’ve got
to sell with their objectives.
As the lines between the different media begin to blur, it makes no
sense to sell TV or the internet in isolation.’
A buyer commented: ’Sky has always been riding on the crest of a wave
but it has struggled this year with competition and is obviously
thinking ’how the hell do we keep the buyers happy?’. They can’t just
breeze in to an agency and promise success.’