The agency was awarded the account following a four-way pitch involving incumbent agencies WWAV Rapp Collins and Craik Jones Watson Voelkel as well as Chemistry Communications.
Previously mobile services marketing had been handled by Craik Jones, while WWAV Rapp Collins looked after the broadband account; business-to-business marketing had been managed by a roster of other direct marketing agencies.
According to insiders, Orange now intends to invest up to £50m across all disciplines of direct marketing over the next 12 months. The direct brief will span all below-the-line communications, including mobile and business-to-business marketing activity. It is understood the brief will also include DRTV ads, though the pitch does not affect Orange's relationship with creative agency Fallon.
According to Nielsen Media Research Orange spends a further £76m a year on above-the-line advertising.
