Initiative is set to lose the £75m media planning and buying account for Orange after five years, after being cut from the telecoms company’s review along with Media Planning Group. Mediaedge:cia, Vizeum and digital incumbent i-level remain on the pitch list.
Orange UK brand marketing director Justin Billingsley says a final decision is expected within four weeks. He says the review was called in order to integrate online and offline media.
Orange called a review of its DM and media accounts in June, after parent company France Telecom allowed individual markets to select media agency partners. Walker Media and Carat were also invited to pitch but eliminated at an earlier stage. The appointed agency will start work on the brand from 2009.