Multi-Division Partnership
SKY
Personalised campaigns and interactive storytelling innovation across SKY Mobile, Sports, and News.
Strategic Focus: Use interactive storytelling and behavioural insight to personalise commercial campaigns, modernise editorial engagement, and build a unified creative system that connected SKY’s mobile, entertainment, sport, and news audiences.
Our partnership reimagined SKY’s relationship with its customers and editorial audiences.
For SKY Mobile, we created a personalisation engine disguised as entertainment, helping users reveal what mattered most to them; data flexibility, device features, household sharing, camera quality, or upgrade paths. Each interaction directly informed content, creating a seamless…
Outcome
- Built a unified interactive content model across SKY Mobile, SKY Sports and SKY News.
- Delivered a 14% CTR for SKY Mobile against a ~3% industry benchmark.
- Increased engagement and dwell time across editorial formats for SKY Sports and SKY News.
- Created a scalable creative and operational system that served both commercial and editorial needs across the partnership.
Contribution
- Led creative direction across all SKY divisions within a single master partnership framework.
- Developed the multi-division content ecosystem and overarching creative strategy.
- Directed ideation, content laydown, data-led storytelling and format development.
- Integrated audience insight and wrote copy across commercial and editorial formats.
- Guided SKY Sports and SKY News through format innovation and workflow improvement.