BSkyB has revealed plans to review the roster for its direct marketing account, estimated to be worth up to £25m, as pressure mounts on the business to boost customer communications.
SapientNitro-owned DAD has handled the majority of the company’s DM for the past 13 years, although Sky has also worked with a number of other agencies on a project basis, including MRM Meteorite. Elvis and 20:20 are also on its digital roster.
A Sky statement said: “We’re about to review our below-the-line agency support and will invite a number of agencies, including our incumbents, to enter into that process. We aim to further strengthen our roster of agencies as Sky’s continues to reach more homes with more products.”
The review process is expected to kick off in March through its procurement department, although it has already alerted its roster agencies
Earlier this week, the pay-TV company said it is to expand its on-demand services to include Internet TV. The move sparked warnings that it risked a subscriber exodus as cash-strapped customers could switch to cheaper, on-demand services. This in turn will increase the need for a new focus on CRM.
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