Sky has added creative agency Mother to its UK agency roster with a brief to help the broadcaster communicate the value of its TV proposition.
The agency has been tasked with delivering an integrated campaign to help hook the UK on Sky's originals and help it stand out from pay TV rivals.
Luke Bradley Jones, chief marketing officer of Sky UK and Ireland, who instigated the pitch, said: “Mother demonstrated a real passion for our brand and understanding of our ambition and we’re excited about what we’ll achieve together.”
Katie Mackay-Sinclair, partner at Mother, added: “There are rare moments in time where opportunities like this come along and we get the chance to work with such incredible brands like Sky. Today Mother believes in better indeed.”
WCRS and Brothers & Sisters previously held the account. They remain on Sky's agency roster with WCRS holding the broadband and mobile account and Brothers & Sisters retaining Sky VIP.
Mother will be Sky's lead agency, briefed with developing a master brand campaign for the company. The remaining partner agencies will feed into that idea. Notably, marketing and corporate affairs chief, Debbie Klein joined the company in February from WCRS-owned Engine.
The move comes not long after Comcast snapped up Sky to give it a substantial European presence, almost doubling its global customer base.