France Telecom begins European shake-up.(Brief Article)

France Telecom has approached 15 European agencies as part of its review for its European brands, including Orange World, France Telecom and Wanadoo.

The agencies, which include non-roster shops, independents and networks, have been asked to prepare a written presentation detailing current clients and potential conflicts. They have also been invited to present face-to-face in Paris next week.

However, France Telecom denies it is looking to consolidate its European advertising or pruning a number of its European agencies to achieve a more consistent brand message across its footprint.

In 2003, France Telecom cut its media planning and buying roster from nine agencies to two and has indicated it will seek a similar structure for its creative accounts.

Mother handles Orange's pounds 55 million advertising in the UK, while in France the ...