France Telecom Taps Euro RSCG BETC for $140m Mobile Duties

10 April 2001

Telecommunications giant France Telecom has tapped Havas Advertising unit Euro RSCG BETC in Paris to handle rebranding duties for its mobile phone division, with billings estimated at $140 million.

The agency will oversee the folding of France Telecom’s three French mobile brands – Itineris, Ola and Mobicarte – into its pan-European operator Orange, due for completion by the end of this year. Between them, the trio account for around 50% of the French mobile market, with over 15m subscribers.

Euro RSCG BETC fought off rival pitches from the Parisian offices of the doomed trio’s agencies – CLM/BBDO (Itineris), Lowe Lintas & Partners (Mobicarte) and TBWA\France (Ola).

The budget for the account has not been disclosed, but France Telecom is estimated to have spent over $140m last year on its mobile arm.

News source: Advertising Age - International Daily