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Orange picks Mother for Euro task.(Brief Article)
The appointment sees Mother become Orange's lead strategic agency as the company shifts its advertising strategy from running campaigns market-by-market to a more international approach.
The win is a vote of confidence in Mother, which had come under heavy criticism for its advertising for Orange in the UK.
Mother will act as a brand guardian with local agencies producing work using the strategic and creative framework developed by Mother.
The campaign will initially be launched in the UK, France and Switzerland in a test phase for the last quarter of the year. Orange is looking to roll the concept out to other markets next year.
'It is about trying to get one common campaign construct to run across key markets and Mother has come up ...
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