France Telecom cuts back Orange global brand team

Orange%20logoFrance Telecom is scaling back the global brand team at Orange, as part of a management restructure that started last year. The move will give the parent company greater control over the brand’s marketing department.

It emerged earlier this month that vice-president of brand and consumer propositions Niall O’Keeffe is leaving at the end of April to join PC World as marketing director. Sources say it is "unlikely" that he will be replaced.

His departure follows that of executive vice-president of brand and consumer marketing Frank Boulben at the end of last year. Boulben’s role was scrapped and his responsibilities handed to vice-president of consumer marketing for Orange Group Patrick Rouvillois, who previously reported to Boulben.

A spokeswoman for Orange denies that the restructure gives France Telecom greater control over the Orange brand, saying that Boulben also reported to FT when he was at the company. She refuses to be drawn on whether the group marketing team has been reduced as a result of the restructure, which began last year when France Telecom rebranded all its external operations as Orange.

O’Keeffe was promoted from head of consumer marketing to vice-president of brand and consumer propositions in 2005 (MW July 21, 2005) following the departure of Orange’s former chief marketing officer Alex Batchelor, who left to join Royal Mail as marketing director (MW April 21, 2005).

Orange is also looking for a UK brand director following Pippa Dunn’s promotion to head of the company’s pay-as-you-go business in November last year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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