Bartle Bogle Hegarty, which used film footage of Stalin in its 10m campaign for BSkyB, has split with the TV satellite company after only a year (MW June 17, 1994).
BSkyB and BBH say the parting was amicable and that the needs of the client are now different to those defined during the pitch in June last year.
BSkyB will not comment on speculation that it is to bring its estimated 15m advertising in-house. It refuses to elaborate on suggestions that it is exploring “alternative means of executing new communications”. But it will still use “conventional” advertising, says BSkyB advertising and media manager Jim Hytner.
“We have parted company with BBH because our communication requirements have changed. We came in and employed BBH to create a brand for Sky TV as part of its relaunch. But Sky is moving in a different direction, to more of an event strategy and concentrating on our product – the programming,” says Hynter.
In March (MW March 31) BSkyB said it would spend 18.5m on marketing when its new financial year started in July. The result was two ads, featuring LA Law star Corbin Bernsen and focusing on Sky programmes.
The campaign followed a decision by some high-street retailers to reduce the price of satellite dishes to 99.99 – below the psychologically important 100 barrier.