Marketers promoted as Everything Everywhere becomes official

The Orange and T-Mobile brands will be housed under the parent company name of Everything Everywhere from today (1 July) but will retain their separate brand identities.

Everything Everywhere is now Britain’s biggest communications company, and integrates T-Mobile UK and Orange UK, with all employees now working for Everything Everywhere Limited.

Guillaume van Gaver, vice president of marketing, will head 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.

The company says a number of changes will also be taking place for employees, including new Everything Everywhere branding for key headquarter buildings.

Everything Everywhere, which was announced in May, will run the two brands, Orange and T-Mobile, and will have a customer base of 30 million people: over half of the UK adult population.

Speaking to Marketing Week in May, Day said the company could potentially feature the new umbrella branding as part of a tagline in the ads using lines such as “bigger and better network offering Everything Everywhere”.

Each brand has its own shops, marketing campaigns, propositions and service centres. Saatchi & Saatchi handles T-Mobile and Fallon handles Orange.

Together Orange and T-Mobile have over 700 stores on the British high street. The company is now looking at continuing to improve and evolve its estate to generate more sales.

It says that with greater scale, the company intends to develop new revenue streams in adjacent markets, such as mobile advertising and mobile commerce and will ramp up offers to the business market, with the best propositions and value for businesses across Britain.

There is a new leadership team for Everything Everywhere, with key personnel from both Orange and T-Mobile running key areas of the enlarged business. Tom Alexander, chief executive, and Richard Moat, chief financial officer and deputy chief executive, leads the team.

Alexander says: “The formal integration of our new company, Everything Everywhere Limited, is another major milestone and reflects the rapid progress we have made over the past nine months.

“Today we have created the country’s biggest communications company, and as the new leader in the industry, it is our aspiration to give our customers instant access to the world around them, to everything everywhere, through both of our brands, Orange and T-Mobile.”

Related opinion

  • To read our digital reporter Joe Fernandez’s viewpoint ’Is mobile marketing about to be Everything Everywhere?’ click here

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