MPG and Initiative to split £200m France Telecom work

LONDON - France Telecom has split its £200m pan-European media account between Media Planning Group and Initiative Media.

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.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content