He will take responsibility for a large part of the company’s advertising alongside its direct marketing budget.
The changes come as the utilities company begins an overhaul from the bottom up to help transform public perceptions of the brand. It has rebranded its fleet of vans as part of a “change agenda” to modernise the business.
Orr, former chief executive of WCRS, takes up the position previously held by Andrew Hogan and will now oversee print and broadcast advertising. He will report to marketing director Rick Vlemmiks and his brief will be to evolve British Gas’ highly successful ’Look after your world’ campaign and to ensure that it is integrated across different channels.
Hogan now becomes brand director, replacing Dean Keeling, who takes a new commercial role.
British Gas is currently reviewing its media agency requirements with the aim of consolidating its agencies.
In February it reported a 58% rise in profits to £595m for its residential business for 2009.