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.


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