French mobile phone company Bouygues Telecom has launched a review of its $100 million ad duties in a bid to keep up with the huge branding campaign of market leader Orange [WAMN: 15-Jun-01].

Although Bouygues has refused to comment on the review, the entire account is thought to be up for grabs. Pitches are expected from Parisian roster shops Young & Rubicam and Louis XIV DDB, as well as several other agencies thought to include FCB Worldwide and Lowe Lintas & Partners Worldwide (both in Paris).

Boasting 5.6m customers and 18% market share, Bouygues is France’s third-largest mobile operator, but lies well behind France Telecom’s Orange (15m subscribers, 48% share) and SFR (10m customers, 34% share), jointly owned by Vivendi Universal and BT.

News source: Advertising Age - International Daily