Orange Appoints Underwired to Lead B2B Digital Business

May 05, 2006 - Press Dispensary - Orange Business Solutions has appointed independent digital specialist Underwired (http://www.underwired.com) to manage its digital B2B support. Underwired won the Orange business following a three-way pitch managed by the UK's leading search and selection consultancy, AAR.

Underwired has been briefed to handle all B2B digital creative and production for Orange Business Solutions campaign support. Planned activity will include online advertising, email marketing and tactical online promotions for all aspects of Orange's B2B operations. The win comes as Orange is challenging the B2B communications marketplace by simplifying the tariff system for businesses.

Felix Velarde, Underwired's managing partner, comments: "We've wanted to work with Orange since we started our first agency in 1994 - the same year Orange was founded. Working with one of our 'hero' brands is a business milestone for Underwired and will help us deliver on our ambitions for the future."

Leigh Davidson, marketing and communications manager at Orange Business Solutions said of the appointment: "Right from our initial meeting, Underwired stood out from the other agencies with its understanding of the market, our brand and objectives. The Underwired team brings digital passion and expertise to our communications mix."

Underwired won 74% of its pitches in 2005 and increased its fee income by more than 50%. This growth was helped by a rapid expansion in its eCRM work for clients, including Virgin Holidays which won the BIMA Award for Best eCRM/Email Marketing Programme in 2005.

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Underwired is an independent digital specialist and was set up in 1996. It is headed by Felix Velarde (managing partner), Jason Holland (creative director) and Lazar Dzamic (planning director).

The agency creates websites, eCRM programmes and online advertising and marketing campaigns for clients including Virgin Holidays, Harrods, the Barbican, AXA PPP Healthcare, Start-rite Shoes, Penguin Books, Friends Reunited, Royal Marsden Cancer Campaign, National Missing Persons Helpline and AAR. Underwired’s fee income grew by 50% in 2005, helped by the expansion of its eCRM activities, which earned the agency a BIMA Award for Best eCRM/Email Campaign, along with commendations at both the New Media Age Awards and Campaign Digital Awards. Underwired is also a sister agency to Integrated Advertising Agency, Kitcatt Nohr Alexander Shaw; both agencies retain their independence.

For further information please contact:
Felix Velarde, managing partner, Underwired
Tel: +44 (0) 207 012 3992
Email:
Site: www.underwired.com