Sky has appointed Bigmouthmedia to the natural search account for its Online Sales and Marketing (OSM) division, ending its 18-month search relationship with Diffiniti.
Sky and Diffiniti are understood to have reached a mutual decision to end the search deal as part of an assessment of the former’s agency relationships, following the hiring of Louise Mullock as its head of online marketing last July.
The media company had already dropped Diffiniti from its SEO account for the Online Business Unit, which manages content for Sky’s online properties, appointing Intelligent Positioning in January.
Diffiniti will continue to manage Sky’s £15.7m online media account, to which it was appointed in January 2008, while Unique Digital remains as Sky’s paid search agency.
A Sky spokesman confirmed the account move, adding, “Diffiniti remains our media agency and an integral part of our digital roster.”
Louise Mullock told new media age that Sky wants its search agencies to work more closely together on its marketing activity.
“We’re trying to align our PPC and SEO strategy,” she said. “I’m working to get Unique and Bigmouthmedia to come up with joint tactics.”
Sky originally appointed Diffiniti to the combined SEO account in August 2007 alongside Unique Digital in a £5m pitch, replacing i-level (nma 23 August 2007).
This story first appeared on newmediaage.co.uk