Initiative loses £75m Orange account

by Daniel Farey-Jones, Brand Republic 04-Sep-08, 16:55

LONDON - Orange has shortlisted Vizeum, i-level and Mediaedge:cia for its £75m media account and has ended its relationship with incumbent agency Initiative.

Earlier in the process Carat and Walker Media were knocked off the shortlist.

Now the race is between the Aegis and WPP agencies and digital incumbent i-level.

Commenting on the pitching process, Justin Billingsley, UK 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."