4/15/2009 11:24:00 AM
More ‘digital’ ads at Orange as it increases online spends
Orange reinforced its ambitions for online and digital advertising in 2009 with the appointment of former digital advertising chief Spencer McHugh to replace its outgoing brand director, Justin Billingsley.
McHugh (pictured) will officially take over from Billingsley in May, after he announced his departure for advertising agency Saatchi & Saatchi last week.
Orange will allocate a sizeable amount of its annual marketing spend of around £80m to online advertising this year, and is aiming to grow its share of sales through online channels by 20% by 2010.
Billingsley, who joined Orange in July 2008, had spoken of the rise of the digital market in 2009, telling Mobile in his predictions at the start of this year: ‘It is much more accountable than any other media spend in terms of return on investment, and doesn’t rely on brand tracking. There is also the opportunity to tweak things quickly if things aren’t working.’
He added: ‘It is simply a case of following the eyeballs – online is where people are spending the bulk of their media consumption.’ Billingsley will take on the role of regional chief executive of Saatchi & Saatchi’s Asia division.
He will be remembered for conceiving and executing the hugely radical and controversial ‘I Am’ campaign, which aimed to move Orange beyond its ‘the future’s bright’ branding.
He also looked to reinvigorate ‘Orange Wednesdays’ with more advertising and by extending the two-for-one promotion to Pizza Express on Wednesdays.
His replacement, McHugh, joined Orange in 2002 as head of digital and direct marketing, and has been responsible for digital direct marketing and online media across both the consumer mobile and broadband business. He was promoted to head of brand communications in July 2008 and led the charge on digital brand campaigns such as the pay-as-you-go animal balloon race last year.