Sky to air 18m autumn ad blitz

Duckworth Finn Grubb Waters is developing an autumn advertising campaign for Sky Television, following the satellite broadcaster’s decision to part company with its former agency Bartle Bogle Hegarty (MW July 21).

Parent company BSkyB is believed to be putting 18m behind the push, matching the investment spent on last year’s pre-Christmas marketing and advertising campaign (MW September 2 1994).

The new push will promote Sky’s largest autumn season of programmes to date and its new corporate identity which breaks on September 24. It will continue to feature the “No Turning Back” slogan.

DFGW’s appointment was confirmed this week. The agency is now working with BSkyB’s marketing department headed by marketing director Philip Ley to develop “a special event strategy”.

The autumn campaign is understood to mark a change of approach from Sky’s recent advertising initiatives. Since its major autumn 1994 push, it has opted for broad sweep advertising to reinforce the range and breadth of its services to existing and potential viewers.

For autumn 1995, Sky is understood to favour an event-based advertising strategy. Recent advertising since mid-summer has featured Sky Sport’s exclusive Premier League coverage and the Frank Bruno fight broadcast last weekend.

BSkyB confirms the multi-media drive will be supplemented with a major retail promotion.

“DFGW gives us the flexibility to communicate our event strategy and we will be doing so in a highly innovative way,” says a spokeswoman.

However, she stresses, DFGW’s appointment is on a “three month only” basis. “We are continually assessing our communications needs,” she says.

Media, page 14

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here