Magazine article Marketing

Orange to Award [Pound]25m DM Task to Craik Jones

Magazine article Marketing

Orange to Award [Pound]25m DM Task to Craik Jones

Article excerpt

Orange is poised to appoint Craik Jones Watson Mitchell Voelkel to handle its consumer retention DM business, worth about [pound]25m.

The mobile telecoms firm is understood to have told the three pitching agencies -- WWAV Rapp Collins, Lowe Live and Craik Jones -- of its decision last week. The review was handled by the AAR.

The brief covers the bulk of Orange's customer communications business in the UK, including offering upgrades and new services.

It also includes other relationship marketing activity designed to reduce churn among Orange's ten million-strong customer base.

Orange is understood to have chosen Craik Jones for its strong creative reputation, although all three agencies had a strong case for winning the business.

WWAV helped launch the Orange brand in the UK alongside WCRS. Lowe Live is the retained agency on the firm's customer acquisition DM, while its sister agency, Lowe Lintas, handles its brand advertising account.

It is thought likely that Orange's development of a sophisticated customer communications strategy will see it spend about [pound]30m a year on direct marketing, including the cost of various customer magazines. …

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