Editorial: Mother rues Orange's French connection

Politics and patriotism ensured the pitch for Orange's £200 million international account would reach a predictable conclusion.

Not so much about the final destination of the business but that it would be a France-based network that would win the brief to build the France Telecom-owned brand. But while the Champagne corks will have been popping at Publicis Groupe and Havas, the disappointment at Mother is profound. Despite having a loyal Orange UK client, the agency must deal with the consequences of losing its biggest account. That it could have done nothing to prevent it happening will be no consolation.