Orange promotes head of media

Orange UK’s former head of media, Ian Smith, has been promoted to head of brand communications.

As head of media he played a crucial role in appointing MEC to handle Orange’s media planning and buying business, before being appointed acting head of brand and sponsorship partnerships in September 2009 to cover Hattie Magee’s maternity leave.

For the past nine months Smith, who joined Orange in 2003 as advertising manager, has maintained and developed brand partnerships such as Orange British Academy Film Awards and Orange RockCorps. He most recently oversaw Orange’s role as “official communications partner” of last weekend’s Glastonbury festival.

His new role coincides with the first anniversary of Orange’s wholesale change in marketing strategy that has seen it introduce the “I am” strapline.

The £30m campaign, developed by Fallon, seeks to make more emotional connections with consumers, as opposed to focusing on technology alone.

Smith will be working with Spencer McHugh, the former head of brand communications who was recently promoted to UK brand director.

McHugh said: “Ian has been instrumental in the success of media, advertising, sponsorship and partnership programmes for Orange UK, and brings with him a wealth of brand experience.

“I look forward to working closely with him in his new role to continue to strengthen our brand, which when used in the right way, is our most powerful and inspiring asset.”

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