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France Telecom splits pounds 500m pan-Euro role.(Brief Article)
Media Planning Group is bracing itself for a wave of redundancies following its loss of the pounds 54 million Orange UK media account.
The numbers are unclear but Initiative Media, which won the UK Orange account as part of France Telecom's pounds 500 million pan-European media review, is unlikely to hire the entire MPG team. However, it will be staffing up substantially.
France Telecom has decided to split the pan-European business between Media Planning Group and Initiative Media.
Initiative also picked up the pounds 14 million buying account for Freeserve, part of France Telecom, from Walker Media.
Naked Communications has been handed the UK planning role on Orange and Freeserve.
The Havas-owned MPG did retain the account in France, Switzerland, Spain and Slovakia, however. It also added Romania to the list and will act in a co-ordinating role at group level. Initiative will work in the UK, Poland, Belgium, Denmark and The Netherlands.
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