BSkyB launches broadband service with dig at Talk Talk

BSkyB’s top marketer Jon Florsheim has criticised telecoms company Carphone Warehouse for rushing its “free” Talk Talk broadbrand service to market as Sky prepares to launch its own broadband service.

The satellite broadcaster unveiled Sky Broadband earlier this week ahead of a major direct marketing and advertising campaign.

Florsheim, chief marketing officer and managing director for customer group at Sky, described Carphone Warehouse as having “significant operational issues”. He adds that Sky waited to launch “free” broadband because it did not want to get caught up in the telecoms retailer’s problems.

The satellite provider has committed several million pounds to promoting the service, which will available to new and existing Sky customers. A campaign has been developed by United London, which was appointed without a pitch last month (MW June 22). Branding agency Venture 3 and below-the-line shop Finex are also working on marketing.

The campaign will include a marketing drive to most of Sky’s 8 million customers, who will receive information this week. Press advertising will break the campaign, followed by a “substantial” outdoor campaign, including “wrapping” one of Sky’s buildings, which faces the six-lane A4 in west London.

Sky also outlined plans to relaunch its Sky Talk phone proposition to offer a “triple play” proposition.

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