Publicis’ grip on 200m Orange in doubt as chief leaves for start-up

Orange’s 200m pan-European advertising roster is in chaos after the co-founders of one of its agencies, Publicis-owned Marcel, left to form a start-up backed by Havas chairman Vincent Bollor?/p>

Frederic Raillard and Farid Mokart are launching Fred Farid Lambert (FFL) with head of the French division of Publicis, Christophe Lambert. Bollor?who is also the largest shareholder in Aegis, will own 30% of the agency, which launches in January.

The news casts doubt on Publicis’ grip on the lion’s share of Orange’s advertising account. It is not clear whether FFL will now be appointed to the company’s roster, but sources say such a move would lead to tensions with Fallon London, which handles Orange’s consumer account along with Marcel. Havas-owned Euro RSCG is responsible for Orange’s business advertising.

The defection of Raillard, Mokart and Lambert follows the appointment of former Financial Times chief executive Olivier Fleurot as executive chairman of the Publicis network last week. Sources have linked their defection with the departure of Publicis chief operating officer Rick Bendel, who is joining Asda as group marketing director.

Fallon, Marcel and Euro RSCG were appointed to Orange’s pan-European advertising roster in March. following a protracted review. The move was slammed as a “French stitch-up” at the time by the advertising industry (MW March 9).

At the time, senior members of Orange’s UK marketing department were angry that the decision appeared to spell the end of the brand’s four-year relationship with Mother. However, it has since emerged that Mother will continue to work with Orange on its “gold spot” cinema ads.

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