UK-based programming network Sky confirmed this week that it has awarded Publicis Group the media assignments for five of the six European countries that it began reviewing in a process that began in February.  

The company confirmed that Publicis will handle media planning and buying in the UK, Ireland, Austria, Switzerland and Germany.  

WPP, which Sky confirmed has been the incumbent for the entire remit, will retain Italy.  

A Sky spokesperson commented, “We look forward to working with these teams across our European media account.” 

COMvergence estimates that spending for the region under review is approximately $500 million. 

The Aperto Partnership assisted Sky with the review process. The new contracts have a three-year term and take effect on Jan. 1, 2025. 

There were reports in August that Publicis had won the whole account under review. At the time Sky was not commenting, which is not unusual if an award has been made but final contracts have not yet been finalized. And some clients have a policy of not discussing agency reviews and decisions publicly under any circumstances.