Orange has appointed Mediaedge:cia to handle its £75m media planning and buying account and i-Level has retained the majority of its digital business. The appointments follow a final pitch against Vizeum.
Orange announced it was reviewing its direct marketing and media accounts in June, after parent company France Telecom allowed individual markets to select their own agencies. The review followed a restructure in 2003, when the brand reduced its number of rostered agencies from nine to two.
The original shortlist was incumbent Initiative, Carat, i-Level, Mediaedge;cia Vizeum, Media Planning Group and Walker Media. Initiative, which had handled the business for five years, was knocked out at the start of the month, when Media Planning Group was also culled from the shortlist.
In August, Orange moved its £10m Gold Spot cinema advertising account out of Mother to Fallon without a pitch (MW August 14). The first Fallon Gold Spot ad will appear in February 2009.