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Orange unveils 'open' strategy to reposition the company.(Brief article)

Campaign

| June 02, 2006 | COPYRIGHT 2006 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Orange is repositioning its marketing strategy around the concept 'open'.

The first advertising campaign from Fallon London and the Paris-based Publicis hotshop Marcel since they won the business in March aims to reposition the mobile phone operator as a total communications company.

The strategy launches with a TV spot created by Marcel, featuring a fish in a bowl floating in the sea. After a storm, it manages to escape into the ...

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