Bates UK, the incumbent on the main Sky account, has been invited to pitch for the business. The pitch is being overseen by BSkyB marketing director Charles Ponsonby, who is being assisted by the AAR.
Given the frequency with which Sky has reviewed its creative account in the past the move will fuel speculation that the whole Sky business could come up for pitch in the near future.
But Ponsonby said that the pitch for Sky+ was a "ring fenced" piece of business and there are currently no plans to review the main Sky business out of Bates.
He said that Sky+ is a "big strategic priority" for Sky next year and that it would be promoted with "more authority" than it had been to date.
"Sky is about providing better TV and we aim to harness the power of Sky+ to the choice provided by Sky Digital."
The box costs £250, plus £10 a month subscription. It is linked into the Sky electronic programme guide and allows viewers to pause live TV and to build their own personalised TV schedules.