France Telecom to review European media business

France Telecom is set to review the advertising arrangements for all its European brands, including Orange and Wanadoo, with a view to consolidating the business. The account is estimated to be worth £500m in Europe.

A France Telecom spokesman says: “It is likely we will look at our advertising in the same way we looked at our media.”

The company reduced its media planning and buying roster from nine to two agencies in 2003 as part of its Total Operating Performance efficiency programme. Initiative Media handles media planning and buying in the UK and Media Planning Group in rest of Europe.

France Telecom has a number of roster agencies working on its brands throughout Europe. Mother handles Orange’s £55.3m advertising account in the UK, while M&C Saatchi looks after Wanadoo’s £14.4m creative business in this country. The spokesman adds that plans to review its roster are not likely to take effect immediately.

There has been intense industry speculation about the future of both accounts and it was reported last year that the internet service provider, formerly known as Freeserve, was looking to consolidate its £80m pan-European ad account into one agency – a story Wanadoo has strenuously denied.

Sources also say France Telecom is deeply in debt and needs to cut costs as soon as possible.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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