Everything Everywhere, the newly created mobile phone network that combines brands Orange and T Mobile, is axing 11 posts from its joint brand team as it makes 1200 redundancies.
The 7.5% reduction in staff follows the merger of the two telecoms providers in 2009, to create the UK’s biggest mobile provider with about 37% of the market.
Everything Everywhere will be used in advertising by Orange and T-Mobile as a tag-line rather than an explanation of the company behind the two brands. It says this will enable a “total focus on customer experience” adding that an “excellence remains with no frontline customer service or retail store staff cuts and dedicated marketing teams for both consumer brands.”
In the new structure, the brand teams from Orange and T Mobile will be brought together in one unit to oversee the parent brand Everything Everywhere as well as Orange and T-Mobile.
The unit has responsibility for sponsorship, advertising, direct response communicaitons, digital and other marketing disciplines.
Guillaume van Gaver, vice president of marketing, heads marketing for both brands. Mark Duncan will be vice president of sales & loyalty, Steven Day, will be vice president of brands and communications and Andrew Ralston will be chief commercial officer.
In addition the company has appointed Orange UK’s pay monthly marketing director Neil Macgeorge to become vice president of products and Orange’s director of marketing performance Stephen Harris will take the role of chief of staff to CEO Tom Alexander. Lysa Hardy, head of brand and communications at T-Mobile UK, will become vice president of T-Mobile Propositions.
In July the company announced that Orange UK communications director Stuart Jackson was taking on the role of brand communications director for Everything Everywhere. While Orange UK brand director Spencer McHugh was announced as Everything Everywhere’s brand marketing director.
Tom Alexander, CEO of Everything Everywhere, says: “With the size and scale of our combined business, we have an incredible opportunity to deliver an unrivalled experience and unparalled value to our customers.
“To do that we need to ensure that we are operating with maximum efficiency, effectively serving our two brands while removing any unnecessary duplication from the business and, above all, making sure that we are set up to deliver for the future.
“It is therefore regrettable that some roles will need to be removed from our combined business. We will of course be doing everything we possibly can to mitigate the personal impact on our people and support them through this process.”
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.