Skype consolidates global creative with three agencies

The move follows a pitch that also included Euro RSCG, DraftFCB, Conran Design and FutureBrand in the final round.

The account is believed to be worth an estimated US$100 million. TBWA Media Arts will handle above-the-line advertising; Wolff Olins will take charge of strategic branding duties; and Rapp will be responsible for US-focused campaigns and CRM programmes.

The internet-based telco is reportedly seeking to communicate a clearer global brand proposition, having previously worked with a range of agencies on a market-by-market basis. It also aims to improve the standard of its digital advertising, and strengthen relationships with existing customers, according to reports.

The company will continue to work with four-year incumbent Albion until the end of the year.

Initial work following the alignment is expected to take the form of online and viral ads.

In September, online auction company eBay sold a majority stake in Skype to a private investment group, for a cash payment of US$1.9 billion.