As a result, Initiative will now handle the planning side of the £75 million account as well as the buying business it won in late 2003. Naked Communications, which previously handled strategic media planning, will instead focus on a broader communications task for Orange.
The changes follow the initial appointment of Initiative and Naked during a pan-European media review conducted by Orange's parent company, France Telecom.
Sources said that the changes will bring greater clarity to the roles of the two agencies, with Initiative now handling the traditional media activity and Naked focusing on other projects.
Orange's creative agency, Mother, is unaffected by the media changes.