Chemistry nets Orange, T-Mobile

Orange and T-Mobile owner Everything Everywhere has pooled its direct marketing account – estimated by some to be worth £50m – into Publicis Chemistry, strengthening a relationship with the former independent agency stretching back over five years.
Chemistry already handled the bulk of the Orange business when it was bought by Publicis Groupe two years ago, although Proximity and Iris handled certain elements. The T-Mobile account was previously held solely by TMW.
Publicis Chemistry beat SapientNitro-owned DAD and AIS London in a final pitch, and will also handle the contract publishing account, previously handled by John Brown Publishing.
The move does not affect Communisis’ relationship with Everything Everwhere. The company was appointed in March 2011 for a three-year contract to handle the running of its customer communications business. Under the deal, Communisis sources, manages and fulfils all marketing services.
Everything Everywhere is a 50-50 joint venture between Deutsche Telekom and France Télécom and was formed in 2010 through the merger of their respective T-Mobile (UK) and Orange UK businesses. It is the largest mobile network operator in the UK, with around 28 million customers.
Since the merger, the company has initiated a cost-cutting programme, slashing 1,200 jobs almost immediately in late 2010 from back office, headquarters and management. And in November last year it revealed plans to cut a further 550 back office staff, with its sites in Bristol, Darlington, Hatfield and Paddington affected.

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