Mother wins flagship Sky ad account

Mother has won the big Sky pitch to run what looks like a corporate campaign for the UK satellite broadcaster, just bought by US cable giant Comcast for £30bn. Mother pitched against Sky roster agencies Brothers and Sisters and WCRS plus TBWA. The appointment starts immediately.

Sky UK and Ireland CMO Luke Bradley Jones says: “Mother demonstrated a real passion for our brand and understanding of our ambition and we’re excited about what we’ll achieve together.”

Mother partner Katie Mackay-Sinclair says: “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.”

Massively profitable Sky still faces a challenging outlook with the ever-present prospect of competition for its prized Premier League franchise and more people cherry-picking their broadcast packages from subscription services like Netflix and Amazon.

But Sky is the UK’s biggest advertiser and, usually, when it faces problems spends more. It’s a potentially game-changing win for Mother which has had a mixed year, lots of good work but losing some business for international reasons beyond its control.

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