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