Naked wins Orange Business strategy

Naked Communications has strengthened its relationship with the mobile phone operator Orange, with the capture of the communications strategy brief for Orange Business Solutions.

The agency, which already handles the communications strategy for Orange's consumer division, will be briefed to increase consideration of the brand's business offering. Orange is ranked second in the market, behind the market leader, Vodafone, with O2 in third place.

Naked's appointment follows last week's decision to redefine its role on the Orange consumer roster. Orange moved the strategic planning part of its £75 million media business into its buying agency, Initiative.

As a result, Naked took on a broader communications task.

Will Collin, a partner at Naked, said: "We're delighted to be extending our relationship with such an iconic brand."

Orange first appointed Naked in 2003 to handle the strategic communications planning brief for its consumer division.