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It's Official: Havas, Publicis Share Telecom

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NEW YORK France Telecom has split its Orange wireless account between Havas and Publicis Groupe agencies after a review, the client has confirmed. Estimated billings are $200 million.

The Publicis team of Fallon in London and Marcel in Paris will handle European consumer advertising, while Havas' Euro RSCG in Paris and London will be responsible for worldwide business-to-business chores.

Those agencies bested Omnicom Group's TBWA\Paris, the other finalist in the review, sources said. In a brief statement, the client would only confirm the winners, adding that "six agencies participated in this process." It did not elaborate.

All three teams presented twice over two days last week before some 50 client executives in Paris for each part of the business.

The pan-European account was previously split among various agencies in Europe, including Euro RSCG and Mother in London. Sources said the client wanted to consolidate the account to better unify its brand message across borders.

Fallon and Marcel and Euro RSCG emerged as winners after earlier rounds in which agencies either withdrew or were eliminated. The review began in early January [Adweek, Jan. 16] with the client briefing the following other agencies: Omnicom's CLM BBDO Paris, which teamed with DDB London and Amsterdam, the Netherlands; Tapsas in Madrid, Spain, which is affiliated with Interpublic Group's Foote Cone & Belding; and WPP Group's Young & Rubicam, which teamed with offices from sibling the Voluntary United Group of Creative Agencies, formerly the Red Cell Group.

This story updates an item posted earlier today with client confirmation and additional information.