Mobile phone giant Orange has hired Mediapolis to co-ordinate
international media buying as it prepares a global rollout of its
The media agency, which already handles UK media for Orange, beat
competition from BJK&E, MediaCom TMB and Universal McCann to win the
The account will be worth around pounds 20 million initially, although
this figure should increase as Orange looks to expand into more markets.
The company does not currently advertise outside the UK.
The campaign will initially roll out into six markets - Belgium,
Australia, Hong Kong, Israel, Switzerland and India - but Orange hopes
to increase this figure to 50 countries by 2003. Orange has coverage in
85 countries worldwide.
Local media activity will be handled by locally appointed agencies,
overseen by Mediapolis in the UK.
Clare Jones, international media director at Mediapolis, said: ’Our role
will involve quite a bit of umbrella activity. Orange will appoint local
agencies in individual countries, while we’ll deal with cross-border
advertising in places such as airports, and coordinate media activity to
It is not known whether Mediapolis will handle the Orange business in
countries where the agency does not operate. There are divisions of
Mediapolis in Switzerland and Australia.
Mediapolis handles the UK Orange media business, which was worth pounds
35 million last year. The account is headed by media account directors
Priscilla Rogan and James Smith. Jones said there would be a degree of
consultation with the UK account team, although she stressed that the
global and UK briefs were separate.
Jones will head the account, and said she would be managing a
’substantial’ team, although she would not name individuals.
Mediapolis’ international division currently handles 15 brands, which
include Intercontinental Hotels, Haagen-Dazs, Airbus Industrie,
Eurofighter and global business-to-business website AliBaba.com.