Orange puts agencies on alert in European review

LONDON - France Telecom has sparked a pre-Christmas scramble among ad agencies by calling a long-anticipated review of its vast pan-European advertising business, centred on its Orange brand.

The review for the account, which is understood to be worth well over £200m, is being led out of France Telecom's Paris headquarters. The activity is part of an attempt to establish Orange as the company's global consumer brand (Marketing, 1 September).

The review will come as a blow to Orange's UK ad agency, Mother, as France Telecom is believed to be keen to hire up to three network agencies to handle the business across its key markets, including France and the UK.

The successful agencies, which will work primarily on Orange, will be instrumental in the rebrand of the Wanadoo internet business to Orange next year.

A France Telecom spokesman confirmed a review was ongoing as 'part of a rationalisation process of agencies', but declined to comment on whether Mother was involved. He added that it is a key phase 'of the global rebranding of France Telecom's mobile, internet and broadband offer to Orange'.

An agency shortlist will be drawn up early next year, with TBWA tipped as a frontrunner.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers