Orange calls digital account review
LONDON - Orange is reviewing its digital account as part of a revamp of its marketing strategy.
The France Telecom-owned mobile operator, which has a total UK media budget of £73m, has already approached a number of UK-based agencies with a brief spanning website development and online advertising.
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It is not known whether Orange plans to appoint a handful of agencies, or an integrated digital specialist to sit alongside existing roster agencies, which include Fallon and Initiative.
The digital review, which is being handled by the AAR, will initially span Orange's business services division in the UK.
It comes nine months after Orange poached former Nokia global marketing director Justin Billingsley to fill the role of UK brand marketing director. Billingsley replaced Pippa Dunn, who took over as UK pay-as-you-go director in November 2006.
Orange currently works with Poke on digital creative projects. AKQA handles the network operator's e-commerce business, while i-level is responsible for digital media planning and buying. It is understood that AKQA and i-level will not affected by the review.
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Comments
James Fell - 05/03/2008
looks like AKQA will get the lot...but within AKQAs current situation of trying to deal with unprecedented growth will they be a good as they can?
Double Ambitious - 06/03/2008
Where does Poke come into this? I thought they did some work for Orange?
- 06/03/2008
Yes, Double Ambitious, you probably need to read the article but this time looking at the words and interpreting their meaning.
Under Employed - 06/03/2008
Fight fight fight