LONDON: Edelman has lost its ten-year hold on the international corporate communications work for telecommunications company Orange.
The firm, formerly known as France Télécom, has awarded its six-figure account to Octopus Group after a pitch involving five agencies.
France Télécom, which owns the Orange brand, renamed itself Orange in July to unite the business across markets and activities. These include TV and the internet, as well as fixed and mobile networks.
Orange Group director of external comms Vanessa Clarke said the agency change was due to a “refresh,” and a decision to inject new ideas and activity after a decade with Edelman.
Octopus will drive the telecomms company's wider activities, promoting its innovation credentials in the fast-moving sector as it expands into areas such as mobile payments and cloud services in Europe and emerging markets.
The work, covering media, industry, and analyst relations, as well as stakeholder engagement and reputation management, will be led by Octopus associate director Steve Douthwaite in London. Octopus will also coordinate Orange's presence at the key industry event, Mobile World Congress.
“Orange is now present in 32 countries, and developments such as convergence and 4G are opening the door to a new era of communication services that people will come to associate with operators,” Clarke added. “Our group portfolio is hugely diverse, and we are constantly expanding the business into new areas. We are delighted to be working with Octopus to highlight the innovation that Orange is delivering all over the world.”
Nelson Bostock's work with Orange in the UK as part of EE, its joint venture with Deutsche Telekom-owned T-Mobile, is unaffected by the appointment.
Earlier this month, Vodafone assigned Ogilvy London a global account as part of a revamp of the mobile giant's consumer communications.
Edelman recently restructured its UK team, promoting Ruth Warder and Alex Bigg to the role of GM.
This story originally appeared on the website of PRWeek UK.