Orange boss forced to defend ‘Learn’ ads

Orange vice-president of marketing Jeremy Dale, is taking the unprecedented step of publicly defending the company’s current high-profile Learn initiative following a barrage of criticism.

At a two-hour briefing, set to take place today (Wednesday) Dale will present the case for the mobile phone company’s recent change in advertising strategy, and attempt to convince the press it has been a success.

The move comes amid several weeks of criticism of the Orange campaign, including some savage comments from Orange founder Hans Snook. He recently said that the Orange ads were “absolutely the worst things I have ever seen”.

An Orange spokesman denies the briefing is defensive, adding: “There has been a hell of a lot of interest in our campaign.”

The Learn initiative was launched just seven weeks ago, backed by a £10m advertising campaign created by Mother. The ads feature a 13-year-old boy called Dylan who teaches Orange’s retail staff – now renamed trainers – how to help consumers make the most of their phones.

l Orange has appointed Bill Stewart as head of global marketing and not Brian Stewart as reported.

He will report to Orange chief executive Sol Trujillo not Sanjiv Anuja.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here