Harrison Troughton Wunderman (HTW) has been appointed to handle Orange¹s £20m consolidated direct marketing account following a four-way pitch. The business was previously split between Craik Jones Watson Mitchell Voelkel and WWAV Rapp Collins.
Orange called the review, which had long been mooted, at the start of this year, having approached direct agencies last year about how they see the market developing. It is understood that digital was an integral part of the brief.
The France Telecom-owned company shortlised HTW, Chemistry, Craik Jones and WWAV to pitch for the business. Craik Jones was the incumbent on the mobile account, while WWAV handled Orange Broadband (previously Wanadoo).
Sources claim the pitch list had been narrowed down to WWAV and Chemistry but that a late intervention from WPP Group chief executive Sir Martin Sorrell saw HTW reinstated at the 11th hour. However, Orange claimed as late as yesterday (Tuesday) that all four agencies were still in the running.
Fallon handles Orange’s advertising account, while Initiative is the company’s UK media planning and buying agency. Both accounts were unaffected by the direct marketing review.