The satellite broadcaster has finalised a 'portfolio' of creative agencies that it intends to work with on regular projects. Joining incumbents AKQA and Glue on the roster are Full-Six, Grand Union, MRM, Soup and Tullo Marshall Warren.
Digitas London, RGA and Tribal DDB have not been selected by Sky to work on future digital projects.
Over time, Sky intends to whittle down the initial roster of seven, forging long-term relationships with the digital agencies that perform best on a series of allocated projects.
The pitch process has been overseen by Sky's director of online and partner marketing, Scott Gallacher. 'The new portfolio of agencies will be used across a range of strategic and tactical projects', he said. 'By sampling relationships in this way, we believe we'll gain a better insight into the value the agencies could potentially offer to Sky over the longer-term.'
Sky is currently the UK's biggest online advertiser, increasing its digital spend by 54% last year to just under the £20m mark. The broadcaster already dedicates a fifth of its £93m media budget to web but this is set to increase significantly during the second half of this year.
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