Agencies eye £100m global Orange as France Telecom folds own brands

France Telecom’s £31bn acquisition of Orange is likely to lead to the creation of a £100m global advertising account, which may be snared by a UK agency.

France Telecom’s &£31bn acquisition of Orange is likely to lead to the creation of a &£100m global advertising account, which may be snared by a UK agency.

The French telecoms giant intends to drop its two mobile phone brands, Itineris and Ola, in favour of using Orange as a global mobile brand.

The company is France’s second-largest advertiser – it spent about &£200m on advertising last year, a third of which was for its mobile services. CLM/BBDO Paris handles Itineris and BDDP France handles Ola.

Orange began a review of its &£32m UK creative advertising account in March, after seven years with WCRS, part of the French advertising group Havas’ Campus network.

Lowe Lintas and TBWA GGT Simons Palmer are pitching for the account. WCRS says it is not pitching but is still being considered for the work. BDDP, the Ola agency, is a subsidiary of TBWA.

Orange would not confirm whether the UK pitch is for a global account covering the areas France Telecom operates in – including France, Belgium, Denmark, the Netherlands, Romania and the Slovak Republic – or whether France Telecom’s agencies will be asked to pitch.

But a wide-scale reorganisation of advertising responsibilities and strategy seems likely as “New” Orange is set to become Europe’s second largest mobile operator, after Vodafone AirTouch, with over 20 million subscribers.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here