France Telecom sparks further £150m review

France Telecom is thought to be conducting a review of agencies handling its £150m global branded entertainment properties. The pitch is separate to a review of France Telecom’s £200m pan-European advertising business, which is expected to con

France Telecom is thought to be conducting a review of agencies handling its &£150m global branded entertainment properties. The pitch is separate to a review of France Telecom’s &£200m pan-European advertising business, which is expected to conclude shortly.

The telecoms company, which owns the Orange and Wanadoo brands, is understood to be looking to consolidate its accounts, although it could appoint local agencies to work on the business as has been mooted with its creative account.

France Telecom’s branded entertainment business covers areas such as its sponsorship properties, advertiser funded programming, content for mobile phones and internet platforms. In the UK it has previously focused on film and music properties, although the France Telecom network is involved in sports sponsorship and entertainment.

Last summer Orange shook up its UK roster, handing the TBWA Group-owned Stream more of it entertainment sponsorship and content strategy work following a competitive pitch. Previously, Stream handled film activity for Orange, with Cake taking the lead for its music properties. M&C Saatchi Sponsorship handles the mobile operator’s sports activity.

Orange initiatives have included Orange Wednesdays two-for-one cinema ticket offer and sponsorship of festivals including Glastonbury. It also sponsors British film awards The Baftas.

France Telecom, which this week has announced it is cutting 17,000 jobs worldwide over the next three years, has announced it is to rebrand its consumer businesses as Orange, a move that will see the UK-based Wanadoo brand disappear.

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