Lowe resigns £43m Orange account

LONDON - Lowe & Partners has resigned the 拢43m Orange creative advertising account only weeks after Jeremy Dale joined the mobile phone company as brand marketing director.

Dale joined in July from ITV Digital, the collapsed TV channel whose greatest success was its Monkey advertising campaign created by Mother.

Lowe resigned the work ahead of talk that the account would be reviewed by Dale and in the face of disappointing reaction to its creative work. The most recent campaign has been to promote Orange's picture messaging service.

In a statement, Orange said: "Orange can confirm that it has accepted Lowe's offer to resign from its UK advertising creative account.

"Orange UK is currently conducting a review of its above-the-line advertising business and is in the process of drawing up a shortlist of agencies."

No one was available to comment from Lowe at the time of writing.

The review process will be overseen by Dale and his team, and Orange will continue to work with Lowe until a new agency is appointed. The media buying and planning, handled by the Media Planning Group, is not affected by the move.

Before Lowe won the Orange account, which it started working on in January 2001, it was handled by WCRS. WCRS now handles some of rival mobile phone company Vodafone's creative work.

WCRS had handled the Orange business since it launched in the UK in 1994 and won a string of awards for its work.

The launch campaign, created by Rooney Curruthers and Larry Barker, began with a series of poster teasers carrying orange words reading "laugh", "cry" and "listen", set against a black background.

The agency won an IPA Effectiveness award for the launch that year, following its submission that claimed the success of the advertising had added 拢300m to the company鈥檚 stock market value.

Other striking campaigns have followed, including "Vietnam" in 1995, shot by Frank Budgen and the personal favourite of Hans Snook, Orange's then chief executive. Ridley Scott shot the 拢1m blockbuster "better place" commercial, first shown in 1998.

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