Orange drops Carat and Walker Media from media review

Digital

Alison Donnelly

July 07, 2008

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Orange drops Carat and Walker Media from media review

LONDON - Orange has dropped Carat and Walker Media from the review of its £80m UK media planning and buying business, leaving i-Level, Mediaedge:cia, Vizeum and incumbent Initiative battling it out.

Following an early round of ‘chemistry' meetings, the four remaining agencies will pitch for the business over the coming weeks.

Last week Orange launched a global ad campaign introducing the line ‘I am'. It plans to spend £30m in the UK on the activity, created by Fallon, which uses lines including ‘I am who I am because of everyone' and ‘I am all the boys I've kissed and the ones I will'.

Separately, Orange is reported to have appointed Chemistry to its £18m direct account in place of Wunderman, but the telecommunications company has yet to confirm the appointment.

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