Initiative currently handles the mobile operator's media planning and buying in the UK, while Media Planning Group oversees the account for the rest of Europe. In the UK, Initiative will repitch against Carat, i-Level, Mediaedge:cia, Vizeum and Walker Media. The winner will handle the account from 2009.
A spokesman for Orange 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.'
Wunderman holds Orange's direct marketing account, having won the business at the end of June 2007 following a pitch against Chemistry and incumbents WWAV Rapp Collins and Craik Jones Watson Mitchell Voelkel.
The company said in a statement: 'We can confirm that we are reviewing the structure of our direct marketing agency relationships. Whilst Wunderman remain our agency of record for all direct marketing campaigns, we have initiated contact with some other agencies for potential project work.'
The review of its media arrangements follows a restructure in 2003 when it reduced its number of agencies on its roster from nine to two.
_1.jpg)
.jpg)
