Orange ditches £10m 'Animals' work after month
Orange is to axe its £10m 'Animals' ads after just four weeks in favour of promoting its global rebrand from France Telecom.
The press and poster work for Orange UK, created by Mother, used various
creatures to represent the types of people at whom the mobile operator's
tariffs are aimed (Marketing, 8 March).
It was originally planned that the activity would run until the end of
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promote its rebrand. No decision has been made about the press
campaign.
Although Orange would not comment on why it is scrapping the animals
activity, it is believed to be because the tone of the rebrand work,
created by Publicis-owned Fallon London and Marcel Paris, is
substantially different. The brand campaign is expected to break on 1
June, dubbed 'O Day' by insiders.
Orange took its £50m UK account out of Mother last month, having
moved the consumer brief into Publicis and its business work into Euro
RSCG, following a six-way pitch for its £200m international
business.
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