Orange kicks off £8m direct agency hunt

Orange is gearing up to review its £8 million UK below-the-line business.

The company's procurement department has approached several DM agencies with a view to holding a full-scale review this autumn.

Craik Jones Watson Mitchell Voelkel is the incumbent on the telecoms company's mobile direct account, while WWAV Rapp Collins handles the Orange Broadband account following the service's rebrand from Wanadoo earlier in the year.

A source close to the accounts said Orange had not yet decided whether to keep the two accounts separate or to consolidate the business into a single agency.

An Orange statement said: "Following the integration of Orange and Wanadoo, we are currently undertaking a piece of research regarding the direct marketing market. This includes speaking with a number of agencies regarding their work and where they see the market heading. The objective of this research is to provide us with information about future opportunities in this space."

In December 2005, France Telecom, Orange's parent company, called a review of above-the-line advertising for the mobile brand. Fallon, the Paris-based Publicis shop Marcel and Euro RSCG split the creative duties.

An Orange spokeswoman denied media, which is held by Initiative in the UK, would face a similar review.