Sky adds Mother to its agency roster

Mother has been appointed by BSkyB to work on a long-term brand development project. The agency joins Sky’s £104m ad agency roster, which already include WCRS, EHS Brann an AKQA amongst others.

The agency wiill report to Sky’s new brand marketing director, Andy Brent, and is expected to help with Sky’s new push of its HD and Sky Plus offerings.

Last week, BSkyB announced plans to create 1,000 jobs to meet demand for its high definition services. The 1,000 new staff, to be recruited by June 2009, will focus on increasing subscriber numbers for Sky HD, its high definition service. The broadcaster has also permanently reduced the cost of a Sky Plus HD box to £49.

Mother will work on developing the brand, to help Sky reach its target of 10 million viewers by 2010.

None of the other agencies on its roster are expected to be affected by the appointment. Sky’s most recent positioning, using the strapline “believe in better”.

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