M&C bags Orange sponsorship work

Orange has shifted its entire retained sponsorship PR business into M&C Saatchi Sponsorship.

The agency will promote the mobile brand's sponsorships across the Baftas, the Orange Prize for Fiction and its music interests.

M&C's work on the Baftas, to take place on 19 February, will include promoting the launch of the Orange Rising Star Award for film actors.

Orange's Baftas PR was formerly handled by Cake.

M&C will also promote music partnerships, another account formerly retained by Cake, including activity at festivals, on community schemes and Orange's link with GigsandTours.com.

Cake's 'Live' division, however, continues to handle projects such as music events and shopping centre tours to support the Orange Playlist series on ITV.

PR for the Orange Prize for Fiction – an account held by Trimedia and predecessor MacLaurin Communications for ten years – will also be handled by M&C.

M&C continues to promote Orange's sports sponsorship, such as the British Snowboarding Championships, and its Premiership football club deals.

The agency has a seven-strong team on the account.

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