WWAV Rapp Collins has won a pounds 6 million account from the
mobile phone company Orange to develop affinity partnerships with other
Orange division, Orange Direct, has appointed WWAV after a pitch against
agencies including Craik Jones Watson Mitchell Voelkel, Clark McKay &
Walpole and Lowe Live. Craik Jones won the main pounds 25 million Orange
customer communications account last month (Campaign, 20 April).
The Orange Direct review means that Orange has completed its direct
agency roster line-up. Alongside Craik Jones and WWAV is Lowe Live,
which handles customer acquisition for Orange.
Orange Direct is the business-to-business sales side of Orange, which
aims to build a series of relationships with other brands to increase
its subscriber base. WWAV will offer strategy and direct marketing
support for this activity.
Orange is currently the third largest mobile phone network in the UK,
with more than ten million subscribers. Like many other mobile
operators, Orange is investing heavily in direct marketing to stem
customer churn and to increase spend from its existing customers.
WWAV had a telecommunications gap to fill in its client list following
the loss of its One2One account earlier this year to Claydon Heeley
Orange's direct marketing spend is close to pounds 40 million if the
Orange Direct business is included. Last year Orange appointed Lowe
Lintas as its advertising agency after several years with WCRS.