Mediaedge:cia wins £76m Orange media account

LONDON - Orange has appointed Mediaedge:cia to handle its £76 million offline media planning and buying. account awarded account awarded

The agency has triumphed after a final pitch, also involving Aegis Media's Vizeum. It has also added responsibility for Orange's online brand advertising planning and buying, previously with I-level.

I-level has retained Orange's online direct response planning and buying business.

Initiative previously handled the mobile company's £76 million offline planning and buying while Orange spends £13 million through i-level on online media.

Orange had previously knocked Initiative and Havas' MPG, which works with Orange's parent company France Telecom in France, out of the pitch process.