Sky awards WPP's MediaCom its contested media buying account


By John McCarthy | Media editor

April 11, 2018 | 4 min read

UK broadcaster Sky has selected MediaCom to handle its media buying business, following a three-way competitive pitch which is understood to have involved Carat and Zenith.


Sky taps MediaCom

“We are absolutely delighted to continue working with Sky," said Mediacom in a statement. "We are looking forward to expanding our relationship into other markets and can't wait for what's to come.”

The two companies said the partnership will "set industry-leading standards for transparency and accountability across the media supply chain".

Stephen van Rooyen, chief executive of Sky UK, said: “Today’s announcement builds on our long term partnership with MediaCom and sets industry-leading standards for the transparency and accountability of media-buying practices. MediaCom share our ambition to continually improve the way we use media and, together, we will improve the effectiveness of Sky’s media spend across Europe.”

Josh Krichefski, chief executive of MediaCom UK, added: “I’m thrilled that Sky have chosen to reappoint MediaCom. Sky is a business with innovation at its core. This has led to the brilliant content that has defined Sky’s position as a leading broadcaster, as well as a business that establishes leadership positions in every sector it moves into. We’re proud of the relationship we’ve built over the last 14 years and we will now build on that, mirroring Sky’s drive and creativity in the work we deliver for them. The team at Sky always challenge us, and we are very excited about this new chapter.”

After landing the account, estimated to be worth in excess of £400m, the WPP-owned agency will handle media buys in the UK and Ireland in addition to lead markets like Germany, Austria and Spain. It will work with Sky’s recently appointed marketing and corporate affairs chief Debbie Klein who joined from marcomms group Engine.

Sky had been supported in the five reviewed territories by a range of media-buying agencies including MediaCom, iProspect and Mindshare. Sky Italia continues to be supported by MEC and Simple Agency.

MediaCom takes up the account 1 July.

It comes as the group's North division won an account with Pentland Brands and adds to a global client roster which includes P&G, AB InBev, Mars and the NHS.

The win comes as the change knocks at the doorstep of Sky. 21st Century Fox is pursuing a bid for the company, an acquisition that is under the eye of the competition watchdog. The takeover has been ruled not in the public interest by the UK’s Competition and Markets Authority (CMA).

Fox reportedly still expects to be successful in its acquisition.


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