Orange on fast track to building global PR

Orange has appointed Cohn and Wolfe on estimated fees of pounds 500,000 to handle PR globally for its sponsorship of the Arrows Formula 1 Team.

Orange has appointed Cohn and Wolfe on estimated fees of pounds

500,000 to handle PR globally for its sponsorship of the Arrows Formula

1 Team.



The agency was appointed after a five-way pitch. The pounds 70 million

Orange deal to sponsor the racing team was finalised in early March -

one week before the first race of the season in Melbourne.



According to deputy MD Jonathan Shore, C&W will focus on ensuring that

the Orange brand achieves optimum media leverage globally. It has yet to

be determined who will handle PR on the ground, country by country.



’Formula 1 is a global sport and we will be developing a multi-layer

programme nationally and internationally,’ he said.



According to Orange corporate communications and sponsorship head Denise

Lewis, the appointment of C&W was influenced by the agency’s experience

of developing campaigns on a pan-European and global basis for the likes

of Visa and Deloitte Consulting.



’Orange intends to have a presence in 50 countries by 2005 and it needs

to build the brand quickly and with impact. F1 provides a walking,

talking billboard in all key markets,’ she said.



C&W will work closely with the Orange in-house team, including

international PR manager Liz Fox, sponsorship manager Helen Seward, and

event management agency CSS Stellar.



As a result of the sponsorship deal, the Formula 1 team has been renamed

Orange Arrows and drivers Jos Verstappen and Pedro de la Rosa and the

entire pit team will wear Orange-branded outfits. Orange is also the

team’s official communications supplier.



This is the mobile manufacturer’s first move into sports

sponsorship.



Traditionally it has focused promotional activity on the arts, with the

Orange Prize for Fiction and the Orange British Academy Film Awards.



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