Orange scraps “The Future’s Bright” in new strategy

Orange is expected to scrap its “The Future’s Bright” strapline, as part of a series of sweeping changes by its new chief executive, Tom Alexander. He will lay out his new strategy tomorrow (June 3).

The new strategy is expected to cost the mobile phone and broadband company several hundred UK jobs in a bid to cut costs. It is also thought that it is planning a major advertising push this summer, which will launch a new strapline.

Alexander, who was previously at Virgin Mobile, joined Orange at the end of last year. Earlier this year, he gave an indication to his bold plans for the company by appointing three former Virgin Mobile executives to senior roles at Orange UK.

Yesterday, the company confirmed it was reviewing its £75m media planning and buying business, handled by Initiative, and looking to restructure its £18m direct marketing account, currently with Wunderman (MW.co.uk June 2).

Orange’s “The Future’s Bright, the Future’s Orange” strapline was created by WCRS to launch the company In 1994 and was shortened to “The Future’s Bright” in 2005.

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