Orange brand could glow brighter than T-mobile

The proposed joint venture between Orange and T-Mobile could see the launch of a new brand name in the next two years, with some observers already predicting that the days of the T-Mobile brand name in the UK are numbered.

While analysts and branding experts are not ruling out the creation of a new brand altogether, if it becomes a case of keeping France Télécom’s Orange brand or Deutsche Telekom’s T-Mobile in the UK, many expect that Orange will triumph.

The joint venture, if approved by the regulators, will see T-Mobile and Orange combine to take a 37% market share, making it the UK’s biggest mobile operator and usurping Telefonica’s O2 from the number one spot.

Internally, Orange chief executive Tom Alexander will review the structure of the new operation, from marketing departments and agency rosters to the name of the new entity.

Strategy Analytics director of global wireless practice Phil Kendall says Orange has “higher value brand perceptions and is probably more appealing than T-Mobile”.

Future Brand head of client services Andrew Mulholland says T-Mobile has never managed to establish itself as a strong brand in the UK. “If I was a betting man I would say we will see a rejuvenated Orange brand with elements from T-Mobile,” he says.

Moving Brands founder and executive creative director James Bull says T-Mobile is currently attempting to build on its youth audiences, particularly with the launch of two high-profile flash mob campaigns, developed by Saatchi & Saatchi. But he adds that, in spite of this, the mobile company is still seen as “more stuffy and corporate, whereas Orange is slightly more sophisticated. It has reinvented itself into what I refer to as ‘corporate cool’,” he says.

“Orange is a very strong brand in the UK, but T-Mobile has greater recognition overseas. So, it would depend on how they would weigh all that up. It is also quite possible that a newly merged business could come with a new name.”

Fallon handles the advertising for Orange, while Saatchi & Saatchi works for T-Mobile. Together, the Publicis-owned agencies make up the SSF Group.Web headline: Orange brand could glow brighter than T-mobile

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