Orange starts brand overhaul

Orange starts brand overhaul

Orange is launching a new multimillion-pound advertising campaign under the tagline ‘I am’, as part of CEO Tom Alexander’s plans to restore Orange’s brand, Mobile can reveal.

The campaign, which aims to personify the operator’s products and services, was given the go-ahead by Alexander and UK brand marketing director Justin Billingsley this week.

The high-profile campaign will launch from 5 July on TV, radio, in print and on posters, with £10m expected to be spent in July alone.

In 2007, Orange spent more than £93m on promoting its brand, which was more than any other UK operator.

An industry source said: ‘Orange is the biggest network spender when it comes to marketing and advertising.

‘Last year they spent more than £90m and that’s before you consider all of their sponsorship deals.’

One of the adverts to be used in store windows shows a silver Samsung Soul on a Dolphin 25 pay-monthly tariff with the tagline ‘I am the reason your camera is in the back of your drawer’.

Another ad intended to be used in the 8 July edition of the Orange buyers’ guide shows a Sony Ericsson C902 five-megapixel camera phone with the tagline ‘I am less fuzz more focus’.

An advert for the Dolphin 35 pay-monthly tariff carries the tagline: ‘I am the one who always has the last text.’

An Orange spokesman said: ‘I cannot confirm any details regarding the new campaign.’

Orange reviewing media buying

Orange is reviewing its £75m UK media planning and buying account, and is restructuring its £18m direct marketing account.

The operator is in talks with six UK media planning and buying agencies to decide who will handle the account from 2009.

The operator is also reviewing its direct marketing arrangements less than one year after consolidating the accounts with Wunderman.

Written by Mobile Today
Mobile Today


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