MediaCom wins digital Sky remit in the UK


GroupM Network retains all media in Austria, Germany, Italy, UK, and Ireland.

MediaCom and GroupM have extended and expanded their relationship with Sky, adding the digital brief in the UK, following a six-month review.

Covering PPC, programmatic and SEO, the estimated €265m EMEA business is a three-year appointment. MediaCom will handle the business across the UK, Austria, Germany and Ireland, whilst Wavemaker manages the business in Italy.

As the agency’s largest client in the UK, MediaCom aims to grow Sky into the most digitally advanced advertiser in Europe, demonstrating the sophistication of the Sky offer to consumers across the region. During the review process it was essential that MediaCom demonstrated depth of digital capability, of which its Google Practice (launched in 2021) provided a large part of the solution. This expansion represents the agency’s sustained focus on building market leading capabilities in digital and performance activation.

“We’re extremely pleased to be extending our partnership with MediaCom. We’ve got big plans to further advance our digital strategies at Sky and we look forward to working with MediaCom and their Google Practice team to deliver great results.” Jennifer Day, MD, Digital, Sky.

“We are absolutely delighted to expand our relationship with Sky in the UK. The win, which includes PPC, SEO and programmatic, shows our depth of digital expertise and is testament to our Google Practice – a group of experts in the Google stack-based across all five UK offices – and our One MediaCom approach. We’re looking forward to realising the potential of this extended relationship with one of our long-standing clients.” said Kate Rowlinson, MediaCom UK CEO.

“This new brief is a testament to the relationship we have developed with Sky in the UK over the last 19 years. We’re proud of our work and look forward to using our expanded remit to see the bigger picture for the client and identify opportunities for better message integration across a multitude of markets in EMEA,” said Josh Krichefski, Worldwide COO and EMEA CEO, MediaCom.

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