Orange has unveiled its new global brand positioning, which focuses on relationships and being a “human network”. The UK will be the first market to launch the new advertising campaign on July 5, part of the telecommunications company’s £30m UK spend.
Jonathan Morley, Orange vice-president of global brand, says it has put in place a more consolidated global “brand vision” with its “Together we can do more” positioning.
“The new vision represents an opportunity for the brand to reassert what it stands for but in a future-facing way,” Morley says.
The ads, which include TV, outdoor and press, have been created by Fallon, with the work to be adapted by Publicis Groupe-owned agencies on the Orange roster around the world.
The ads which use the new “I Am” strapline do not feature any Orange products, focusing on celebrating “relationships and togetherness”.
Justin Billingsley, Orange brand director, says: “One of the biggest challenges we had was how can we get back to celebrating what is core and true to ourselves? We’re in the relationships business, not in the technology business. And where can we go that makes it harder for our competitors to follow us? That place is back to our heartland of being a human network, a business that feels warm and optimistic.”
Digital agency Poke, media planning and buying agencies Initiative and i-Level and DM agency Wunderman have also been involved.