WCRS makes shortlist for Orange account

LONDON - Orange has shortlisted three agencies for its 拢43m UK creative account, including WCRS, the agency that launched the brand in 1994 and subsequently lost the work to Lowe & Partners.

WCRS makes shortlist for Orange account

Bartle Bogle Hegarty and M&C Saatchi round out the shortlist. BBH recently lost the UK T-Mobile account to Saatchi & Saatchi and is famous for having launched the One 2 One brand in the UK, coming up with the "Who would you most like to have a One 2 One with?" slogan.

Since working on Orange, WCRS held a slice of Vodafone's UK advertising account, but lost the work in May this year when the company decided to appoint J Walter Thompson as its global ad agency.

Lowe resigned the Orange account two weeks ago, following several senior departures at the agency and Jeremy Dale's appointment as brand marketing director at the mobile phone company.

M&C Saatchi is a surprise inclusion on the list. The industry rumour mill had suggested that Mother, which worked for Dale when he was at ITV Digital, and Clemmow Hornby Inge would both be in the running.

Dale is overseeing the review and an appointment is expected next month. Media planning, handled by the Media Planning Group, is not affected by the review.

WCRS's advertising for the brand started with a series of posters carrying words such as "laugh", "cry" and "listen" printed in orange on a black background. Other ads included a 拢1m commercial shot by the Hollywood director Ridley Scott called "better place".

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