Orange Direct gives WWAV a pounds 6m role

WWAV Rapp Collins has won a pounds 6 million account from the

mobile phone company Orange to develop affinity partnerships with other


Orange division, Orange Direct, has appointed WWAV after a pitch against

agencies including Craik Jones Watson Mitchell Voelkel, Clark McKay &

Walpole and Lowe Live. Craik Jones won the main pounds 25 million Orange

customer communications account last month (Campaign, 20 April).

The Orange Direct review means that Orange has completed its direct

agency roster line-up. Alongside Craik Jones and WWAV is Lowe Live,

which handles customer acquisition for Orange.

Orange Direct is the business-to-business sales side of Orange, which

aims to build a series of relationships with other brands to increase

its subscriber base. WWAV will offer strategy and direct marketing

support for this activity.

Orange is currently the third largest mobile phone network in the UK,

with more than ten million subscribers. Like many other mobile

operators, Orange is investing heavily in direct marketing to stem

customer churn and to increase spend from its existing customers.

WWAV had a telecommunications gap to fill in its client list following

the loss of its One2One account earlier this year to Claydon Heeley

Jones Mason.

Orange's direct marketing spend is close to pounds 40 million if the

Orange Direct business is included. Last year Orange appointed Lowe

Lintas as its advertising agency after several years with WCRS.