Magazine article Marketing

Orange Selects Lowes for [Pound]60m Global Work

Magazine article Marketing

Orange Selects Lowes for [Pound]60m Global Work

Article excerpt

Orange has ended the prolonged review of its [pound]60m ad business by handing the account to Lowe Lintas with the brief to build its brand on a global basis.

Orange cited Lowe Lintas' global network as the main reason behind its decision to shift the account.

Following Orange's acquisition by France Telecom earlier this year, the brand will increase the number of countries it rolls out to from eight to 28 as the parent company drops its mobile phone brands, Itineris and Ola, in favour of Orange.

The win, a major coup for Lowe Lintas' London office, ends Orange's six-year relationship with its original agency WCRS. Despite the split Orange will retain its famous slogan, developed by WCRS, 'The future's bright, the future's Orange'. The branding is widely regarded as among the strongest in the mobile telecoms industry.

Talking to Marketing this week, chief executive Hans Snook said Orange wants to position itself as a "life services" brand. Snook said he expected the key challenge to Orange to come not from existing communication operators, but from brands such as Tesco and Sony. …

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