Orange calls pitch for pan-European advertising task

LONDON - Orange is holding a pitch to develop a pan-European ad campaign.

It has called in its European roster agencies, including Mother in the UK, to present creative work. The pitch signals a major shift in Orange's advertising strategy -- it has traditionally run campaigns on a market-by-market basis.

Mother will continue to create UK domestic work but there is a chance that another agency's work will run in parallel in the UK.

This more international approach to advertising, using creative across multiple markets, is already used successfully by Orange's rival mobile operator Vodafone.

An internal global brand team, called Orange World, is spearheading the creative rethink. Orange World has also approached Lowe in Switzerland and a French agency, thought to be BETC Euro RSCG, which handles the Orange account in France.

Orange said the decision to review its advertising strategy was part of a wider initiative to develop a more consistent approach to the way all of its operations work in Europe. It is in the process of reviewing its media across Europe.

An Orange spokesman said: "We can confirm that we are investigating the possibility of developing consistent creative across more than one country and we will be looking at creative work from some of our incumbent agencies before determining what campaigns we will run later this year.

"This is not a pitch for a global agency, and communication functions and remain the responsibility of the local market. However, where it is beneficial to do so, we may consider running consistent campaigns developed by out incumbent agencies."

If the new strategy proves successful, it is understood Orange will modify the type of creative brief it issues to roster agencies.

Country-specific campaign, such as Orange UK's latest price-led advertising called "fair", would continue to be handled by local agencies, while high-level multimarket brand work and major customer propositions that are relevant in multiple markets would use advertising campaign developed to run on a regional basis.

Orange's new chief executive Solomon Trujillo is behind the drive to adopt an international approach to advertising. He was appointed to head the company in February, following a protracted battle to find a replacement for Jean-Francis Pontal.

Orange's "fair" campaign, its fourth this year, has conspicuously eschewed TV in favour of press and outdoor work. It replaced the previous "learn" creative.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).