Sky has revealed that its European media account will be split after the pitch process concluded earlier this year.

Publicis Media has been appointed by Sky as its media planning buying agency in the UK, Germany, Austria, Switzerland and Ireland, taking over from previous incumbent EssenceMediacom.

In the Italian market the contract has been retained by British holding group WPP following a review.

Data from COMvergence showed the net media spend for the broadcaster across all European regions was £341 million in 2024.

The UK account is estimated to be valued at £250 million annually.

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A Sky spokesperson told Campaign: “Following a competitive tender process, Publicis has been appointed as our media planning and buying agency in the UK, Ireland, and DACH, and WPP has been retained as our agency in Italy. We look forward to working with these teams across our European media account.”

Sky’s media account now incorporates Sky, Sky Broadband, Sky Sports, Sky Adsmart, Now TV, and the Cloud.

The contract will last three years and has a start date of 1 January 2025.

The tender process began in February 2024 and was supported by the Aperto Partnership.