Initiative fails to make final Orange media shortlist

Ian Darby, Campaign 04-Sep-08, 17:00

LONDON - Initiative is set to lose the £76 million Orange media planning and buying account after the mobile operator knocked the incumbent agency off its pitch list for the business.

Orange has shortlisted i-level, Vizeum and Mediaedge:cia for a final stage pitch for the account, dealing a blow to the Interpublic-owned agency.

Justin Billingsley, brand marketing director at Orange, said: "We are conducting this review to find new ways to integrate online and offline media and to bring media innovation to the market in the same way we are pursuing creative innovation.

"We have been extremely impressed by the standard of work all of the media agencies have produced and would like to thank them for their efforts.

"We plan to make a final decision within the next four weeks."