Mother takes £43m Orange ad account after four-way pitch

Mother has won the £43 million Orange creative account after a four-way pitch that included Bartle Bogle Hegarty, WCRS and M&C Saatchi.

The agency's work, due to break in January, is expected to take a distinct approach to the well-known, slick advertising that has made Orange famous.

The work is known to include humour and one of the agency's pitch ideas involved presenting a mobile phone as a pet.

The agency won the business after a pitch was called through the AAR, following the resignation of the account in September by the two-year incumbent, Lowe. Many of the Lowe team that originally led the pitch had subsequently left the agency.

The Orange marketing director, Jeremy Dale, who had a good working relationship with Mother while at ITV Digital, denied that the Orange marketing team was split over the appointment, saying it was the first choice for everyone on the marketing team.

He quashed speculation that Mother was a front-runner in the pitch from the start, saying: "We've gone over the top to make sure this was a fair process."

Dale added: "Mother has come up with a range of communications activities that can all fit together, and intelligent wit has always been part of our personality."

George Bryant of Mother said: "We're bringing an energy and optimism that will really make a contribution to the brand."

- Live Issue, p17.

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