The mobile operator, which is owned by France Telecom, is understood to have contacted several digital media agencies in the past few weeks, with a view to starting a competitive pitch. It is not known if Initiative will be asked to repitch or if intermediaries are involved.
Initiative was hired to handle Orange's UK media planning and buying following a consolidation of France Telecom's media roster in 2003.
The digital review coincides with a France Telecom's pan-European review of its creative advertising business across all its brands, including Orange and Wanadoo.
France Telecom has approached 15 agencies with face-to-face presentations scheduled to take place last week. Orange has denied the review will affect its relationship with Mother in the UK.