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MediaCom retains Sky business after comprehensive review

Agency extends 14-year relationship with the client

MediaCom has been reappointed as Sky’s media planning and buying agency after a comprehensive review. The partnership will see the two companies work together to set industry-leading standards for transparency and accountability across the media supply chain.

The new contract will build on Sky and MediaCom’s existing relationship by bringing the best strategic thinking to Sky’s brand across five European territories; the UK, Ireland, Spain, Germany and Austria.

After participating in a three-way pitch, MediaCom was selected based on its talent, creative thinking and insights, as well as its commitment to improve the effectiveness and efficiency of Sky’s media spend.

Sky began a media buying review in October 2017 following significant changes to Sky’s business, the media landscape and the media market since the last UK review in 2004. As one of Europe’s largest advertisers, Sky undertook the review as good business practice.

MediaCom is expected to begin working on the relevant Sky accounts from 1 July 2018.

Stephen van Rooyen, CEO 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 shares our ambition to continually improve the way we use media and, together, we will improve the effectiveness of Sky’s media spend across Europe.”

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