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