Arcom recaptures BSkyB business with £3m win

Sky Business, the new BSkyB service dedicated to subscribers in the commercial sector, has appointed Arcom Communications to handle its &£3m advertising account.

It is the first time the agency has worked its way back onto the News International roster since it lost the Sunday Times account in 1996.

Arcom, formerly known as the Arc Group, will handle marketing communications for the business, including advertising, direct marketing and design.

Sky Business is due to air in September, and will be transmitted to 40,000 clubs and pubs.

The service will offer the Sky Digital package, as well as training programmes and other services for staff.

BSkyB commercial marketing director Iain Holden says: “We needed an agency that challenged us and could get on with it. Arcom’s multidisciplined approached fits that brief.”

Peter Steadman, chairman of Arcom, comments: “This is proof that the broader approach we adopted recently is working.”

Apart from pubs and clubs, Sky Business is also in discussions to persuade other businesses to take the service. Insiders at the company say it is talking to retailers and car showroom operators which should be ready to sign up for the service early next year.

Arcom relaunched at the start of this month (MW August 5). Instead of focusing on ads, it now offers a range of services such as e-commerce, design and direct marketing.

Media planning and strategic work will be conducted by Arcom, while media buying remains with Sky Business’s incumbent Universal McCann.


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