Orange has appointed Cohn and Wolfe on estimated fees of pounds
500,000 to handle PR globally for its sponsorship of the Arrows Formula
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
Traditionally it has focused promotional activity on the arts, with the
Orange Prize for Fiction and the Orange British Academy Film Awards.