Why Orange’s ads cry Wolff

I found your cover story “Sparkling Orange” (MW March 1) interesting and informative on the position of Hutchison Whampoa and other telecom operators in the UK. Once again, great credit was paid to the quality of WCRS advertising for the Orange brand.

Why is it then that the company that created this unique and ground-breaking brand never gets any credit for their work? Even Lisa Gernon who was recently interviewed in a nameless competitor of yours failed to acknowledge the agency’s contribution to the brand’s success.

It was Wolff Olins which came up with the idea of naming the brand Orange and helped set the parameters for the entire identity and communications programme – typography, colours, brevity and simplicity of messaging, etc.

The quality of its creative approach to establishing a new brand in an already cluttered market deserves greater recognition – WCRS’ work for Orange has been exemplary but owes much to Wolff Olins’ inspirational work. We should give it the credit it deserves.

G G Buxton Smither

Pettifor Morrow

London SW6

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