Magazine article Marketing

Everything Everywhere Readies Consumer Push

Magazine article Marketing

Everything Everywhere Readies Consumer Push

Article excerpt

Campaign plans cast doubt on future of separate Orange and T-Mobile brands.

Everything Everywhere, the parent company of Orange and T-Mobile, is preparing to launch as a consumer-facing brand, with its first ad campaign set to go live in October.

According to sources, the network operator will launch a digital and above-the-line campaign targeting consumers, in a move casting doubt on the future of the individual Orange and T-Mobile brands.

The mobile group, formed from the merger of the two networks in 2010, has already widened the Everything Everywhere brand with 30 high-street stores that offer both T-Mobile and Orange services.

However, all the company's 720 stores, including T-Mobile and Orange outlets, sell products for both brands. In April it emerged that it had identified 31 UK towns with both Orange and T-Mobile stores, which it would replace with Everything Everywhere stores.

Saatchi & Saatchi is understood to be working on the ad campaign; SapientNitro is handling the digital activity.

Speculation has mounted as to the future of the two mobile brands after the company released a bond issue prospectus in January, floating a 'substitution for one or both' of them. …

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