Publicis Agencies to Handle Consumer Side; Euro RSCG Wins B-to-B

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SAN FRANCISCO (AdAge.com) -- France Telecom, about to reposition itself under the Orange brand, has named Publicis Groupe’s Fallon and Marcel as agencies for its European consumer account. Havas’ Euro RSCG will handle the business-to-business portion of the account, according to a statement from the telecommunications company.
Photo: AP

Billings were not specified but have been estimated at anywhere from $100 million to more than $200 million.

TBWA was also finalist
The company said the agencies were selected on the basis of the relevance of their strategy, creative, creative personnel and “costs management.” In addition to the Publicis and Havas agencies, Omnicom Group’s TBWA was a finalist. Omnicom siblings BBDO and DDB, as well as independent agency Mother, were dropped previously.

“The selected agencies will be in charge of assisting the group with its Orange brand advertising (image, products, promotion),” the statement said.

Time of transition
France Telecom, which purchased the innovative British wireless brand Orange in 2000, is in the process of putting its brands under the Orange name. Another marketing challenge is the roll out of the company's cutting-edge High-Speed Downlink Packet Access, or HSPDA, a service that allows consumers to download entire films onto mobile phones.

The company’s most recent financial report showed 2005 net profits nearly doubling to $6.79 billion, with revenues up 6.2%. Mobile revenues for the first time exceeded those of fixed line phone service.

Big day for Marcel and Fallon
The win is a major boost for Publicis-backed Marcel, a shop formed less than a year ago by hotshot creatives Frederic Raillard and Farid Mokart. It also is a significant victory for Fallon, whose U.S. agencies have been hit by a number of significant losses, including that of BMW of North America.

Executives at the agencies either could not be reached or declined comment.

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