BSkyB has handed its digital search advertising work, worth up to £10 million (E14.5m) a year, to Aegis-owned Diffiniti and Unique in a strategic move to bring in specialist agencies to handle the increasingly important business.

The appointments, which follow a lengthy pitch process, will see the account move from digital agency i-level. Diffiniti will handle search engine optimisation, while Unique will handle the pay-per-click business.

I-level will continue to handle BSkyB’s estimated £25 million annual media planning and buying and affiliate marketing business.

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