BSkyB has appointed Wieden & Kennedy to handle the estimated &£4m advertising account for its Sky One channel.
The agency pitched against Rainey Kelly Campbell Roalfe/ Y&R, Clemmow Hornby Inge and DDB London for the business.
Incumbent for BSkyB’s main corporate account HHCL/Red Cell did not pitch for the business. Last year BSkyB increased its advertising spend by &£25m to &£75m in a bid to boost its subscriber growth, which was slowing (MW September 16, 2004). Sky One was also performing poorly and BSkyB thought it necessary to give the channel additional marketing support.
Sky Networks director of marketing Barnaby Dawe says: “As a core element of Sky’s pay-TV proposition, Sky One demands the creative resources of a dedicated agency. The appointment of Wieden & Kennedy reflects our commitment to promoting Sky One to both new and existing customers.”
Since unveiling a new on-air look and schedule in September, Sky One claims its peak-time audience share in Sky Digital homes has increased 7.9 per cent year on year (September 21 – December 31, 2004). However from the beginning of the year to January 24, Sky One and Sky Mix together were down 11.9 per cent year on year in terms of adult advertising impacts, compared with a rise of 21.1 per cent for all multi-channel across the same period (BARB).