As part of the consolidation from nine European agencies to just two, MPG has lost its £54m UK Orange media-planning and buying account, but becomes lead agency for the mobile phone brand's pan-European work, which will be managed from London.
Initiative will now handle UK media for Orange and France Telecom-owned Freeserve, previously with Walker Media.
However, MPG will act as lead agency at France Telecom group level, as well as in Switzerland and Slovakia and two new regions for the agency, Spain and Romania.
Initiative will handle UK, Poland, Belgium, Denmark and the Netherlands.
The appointments follow a six-way pitch process that also included OMD Europe, Mediaedge:cia, ZenithOptimedia and Carat.
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