Wolff Olins tunes in to BSkyB

British Sky Broadcasting has appointed Wolff Olins to redefine its brand identity, as competition in the TV market hots up.

Recent entrants to the subscription TV market, such as Channel 4 film channel FilmFour, have made efficient branding and communication more important than ever. “This step is designed to further Sky’s strategic positioning, as well as strengthen and maintain our competitive advantage in the market,” says BSkyB chief executive Mark Booth.

A Wolff Olins spokeswoman declined to comment on the appointment.