Orange, the mobile phone company, has hired Craik Jones Watson
Mitchell Voelkel for its pounds 25 million customer communications
The account was previously handled by DP&A, which declined to repitch
for the business. Craik Jones pitched against WWAV Rapp Collins and Lowe
Live for the account in a review that was handled by the AAR.
The appointment of Craik Jones will not affect Lowe Live's customer
acquisition account. Craik Jones' role will be to retain and build
loyalty among Orange's existing ten million customers, while Lowe Live
will continue to focus on recruitment.
The decision to award the business to Craik Jones, traditionally one of
the most creative direct marketing agencies, is a blow to WWAV, which
recently lost its One2One account to Claydon Heeley Jones Mason.
An additional pitch for Orange Direct, Orange's business-to-business
sales side, is still in process. Agencies pitching for the pounds 6
million account include WWAV, Lowe Live and Clark McKay & Walpole. A
decision is expected later this week.
Orange will hope that Craik Jones can stem customer churn as market
saturation has led to fewer new customers signing up.
It will target customers with offers on new services and upgrades and
its remit may include a customer magazine.
Orange is the UK's third-largest mobile network behind Vodafone and BT
Cellnet. Last year it switched its UK advertising account from WCRS to
David Watson, the managing director of Craik Jones, refused to comment
on the win.
Orange has strengthened its internal team with the recent hiring of
Centrica marketer Tony Mooney to fill the role of head of customer
relationship management. Mooney reports to Orange's UK group director of
customer relations, Ian Parker.