Orange is set to drop its famous ‘the future's bright, the future's Orange’ marketing slogan in a shake up of the brand, it has been reported.
The tagline that has featured in Orange’s work from WCRS since the 1994 launch looks to be dropped in a major advertising push set to launch in the summer.
The company’s current above the line agency is Fallon, which most recently released an animals TV campaign, featuring hundreds of balloons in the shape of animals.
It’s ‘gold spot’ cinema ads – shown just before the main feature - are managed by Mother, with the latest featuring Rob Lowe (pictured).
Plans from the new chief executive Tom Alexander are also expected to include the axing of several hundred managers from the current workforce of 12,500 as well as increasing call-centre staff to improve customer service.
The cost-cutting and re-positioning move is being taken to revitalise the mobile service provider, which has fallen from being a major player to just one of the smallest of the original four UK networks.
According to the Guardian, in a leaked email to staff, Alexander described his new plans as ‘The Agenda’.
He told employees, "There's a lot of change planned in order to put us back where we belong - at the top of our game."
It’s hoped that the changes will re-address Orange’s falling broadband user base, where it has been losing customers to competing operators such as TalkTalk and BSkyB.
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