Broadcasting giant Sky has called for a review of its European media account, the first since 2017 when WPP-owned Mediacom was retained.
Thought to be worth an estimated £250 million based on its UK operations alone, the account is now run by EssenceMediacom following a merger last year.
Overseen by the Aperto Partnership, the review will cover the British, Irish, Italian and DACH (German, Austrian and Swiss) markets.
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According to Campaign, the broadcaster spent around £250 million on media in the UK across 2022 and an estimated £183 million in the first nine months of 2023.
“Over the coming months, Sky will be running a competitive tender for media planning and buying services across the Sky Group. Sky last ran a tender for these services in 2017,” a Sky spokesperson said.
At that point the media review was Sky’s first in 13 years. With the European account worth an estimated £470 million annually it was retained by MediaCom in a three-way battle with Publicis’ Zenith and Dentsu’s Carat.
