Orange reviews £4m digital media account held by Initiative

by Staff, Marketing 16-Mar-05, 08:00

LONDON - Orange has begun a review of its £4m digital media and planning buying division, which is currently handled by Initiative Media.

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 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.

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