Sky in talks with creative networks

Sky, the pay-TV broadcaster, is speaking with advertising agency networks about its creative requirements.

Sky in talks with creative networks

Sources said Sky had approached a number of creative agencies with initial questions. Sky was interested in whether the shops have any clients globally that might prevent them from taking on its international work.

BSkyB, as the UK and Ireland business was previously known, bought Sky Deutschland, which had been listed on the German stock exchange, and Sky Italia, which was owned by 21st Century Fox, in November last year.

Since expanding as an international company, Sky has been looking at its separate businesses across the UK, Ireland, Germany, Austria and Italy for cost synergies and ways they can work more closely together.

It is understood that Sky could hire an international network to develop creative work to potentially promote TV channels and programmes that are common across territories, such as Sky Atlantic.

Sky currently works with a number of creative agencies in the UK, including Brothers and Sisters and WCRS. 

The new exploratory talks will not necessarily affect Sky’s UK agencies, but neither Brothers and Sisters nor WCRS have a presence outside the UK.