Sky Television is reviewing its advertising yet again after ending a temporary arrangement with Duckworth Finn Grubb Waters.
Duckworth Finn was appointed last year to create a 5m-plus autumn campaign (MW September 8, 1995). Sky is now believed to be holding informal talks with a number of agencies.
The company spent 17m on advertising for the year to June 1995 (Register-MEAL). But it is understood to be substantially reducing its above-the-line spend, estimated at just over 10m.
Sources suggest Sky is considering whether it needs a full-service, above-the-line agency on a permanent basis. In recent months, its emphasis has shifted with more money spent on viewer promotions. Direct mailing video highlights is one future option.
Sky marketing director Philip Ley has moved Sky’s advertising strategy away from generic ads to an event-led strategy with below-the-line initiatives targeting existing and future subscribers.
Mailshots, sales promotions and affinity programmes – such as the third-party offers to subscribers available through companies including Thomas Cook and BT – are taking priority.
WWAV Rapp Collins and Leybourne Brown Maclean are already working with Sky below the line.