Orange launches I Am advertising strapline

Orange has unveiled “I Am” as its new strapline as part of a multi-million pound advertising campaign. It is understood that the mobile operator will spend £10m next month launch the new positioning, which breaks on July 5.

The advertising, which has been created by Fallon, will include TV, radio, print and posters. It aims to “personalise” the company’s products and services and is part of Orange chief executive Tom Alexander’s plans to restore the brand.

One of the in-store poster executions has the strapline, “I Am The One Who Always Has The Last text” and features a silver Samsung Soul on a Dolphin 25 pay-monthly tariff. Another ad shows a Sony Ericsson C902 five megapixel camera phone with the strapline “I Am Less Fuzz More Focus”.

Orange is also reviewing its £75m UK media planning and buying account and is restructuring its £18m direct marketing account ( June 2).

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