Orange launches media account review

LONDON - Orange has kicked off a review of its media agency arrangements, putting the UK incumbent Initiative and digital media agency I-Level on alert.

The France Telecom-owned communications outfit spent £80.5m on media in the UK in the 12 months to May 2008, according to Nielsen Media Research.

MPG handles the account across Europe, although the initial account review will include the UK only.

An Orange spokesman said: "Following an Orange international decision enabling local markets to select media agency partners to optimise efficiency in planning and buying across all media, Orange UK issued a request for proposal to a shortlist of potential agency partners. For the business starting 2009, Orange UK will be meeting the following agencies: Carat; I-Level; Initiative; Mediaedge:cia; Vizeum and Walker  Media."

See tomorrow's Media Week for full details.

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