‘Feel something new’: Sky TV on its ‘product agnostic’ brand push

For new brands, awareness is the challenge. However, for an extremely well-known brand – a UK household name for decades – the challenge is slightly different.

Many households have considered Sky over its 35-year history. The challenge for the broadcaster is getting consumers to “have another look” at the brand and drive reappraisal among those already aware of it, says TV marketing director Jamie Stellon.

“We’ve been around a long time as a brand. People know Sky. People have probably had a look,” he says.

Having focused on product-specific advertising for some time, Sky has decided now is the right time to invest in a broader brand campaign.