Alexander, who is tasked with turning around the ailing telecoms and broadband business, is also expected to announce several hundred UK job losses across Orange's 12,500-strong workforce.
The "future's bright" strapline, which has become one of advertising's most iconic lines, was coined in 1994 in Orange's launch ads created by WCRS.
Advertising breaking later this summer will no longer carry the slogan. The company's above-the-line advertising account is currently handled by Fallon.
According to reports, an email from the new boss was yesterday circulated to staff, which explained that he would be announcing plans to turn the business around. The email read: "There's a lot of change planned in order to put us back where we belong -- at the top of our game."
One area in need of a strategic rethink is Orange's broadband business, which has failed to make an impact in a fast-expanding broadband market, despite having established a foothold with its renamed Wanadoo service.
It lags behind rival broadband suppliers including BT, Virgin Media and TalkTalk. It lost around 35,000 broadband customers to competitors between September 2007 and March 2008.
Alexander is also expected to introduce measures to improve customer service, build on its 338-strong retail network and increase its network coverage.
The former Virgin Mobile boss joined Orange late last year, replacing Bernard Ghillebaert, who stood down from the chief executive role.
Comments
"The future's bright…" is one of the best positioning statements ever. From the outside, it looks like yet another new marketing director throwing the baby out with the bath water.
Shocked. This has to be one of the top ten lines of the decade and he's throwing it out. Unbelievable. What is more, it's also an ethos - think to the future. It'll be a hard line to follow but then maybe that doesn’t matter any more. Are Orange now planning to go down market and do bad, patronising or cheesy ads like the other telecom companies?
Orange lost it the day they walked out of WCRS. From then on, they have produced less than average advertising with a brilliant endline. So I guess from now on they'll be producing less than average advertising with a less than average endline too. Yet another step backwards.
Chris is right it is one of the best lines out there. If it ain't broke...
I agree with Chris about WCRS, too.
To me, Fallon's work is this weird entity which looks warm on the surface because of it's plinky plonky guitar and innocent voiceovers ('we love it when good things never end...oh do you? thanks) but is utterly lacking in substance.
The WCRS stuff was visionary. The line is excellent. But it's just a line. There is a better solution out there - but will they find it?
Aroo - 05/06/2008
The futures definitely something else. It's good to change - innit?
Good point, Andrew. The immediate future is definitely something else. In these times, it's no point kidding people that the future is bright. I also agree with others that finding a line that's as good is going to be difficult. But isn't that what we're here for? I remember doing some work with Orange on this back in 2001/02 (remember the dot com recession?) but Orange decided to stay with what they had. Back then, the pressure also involved being French owned - with the French not wanting to use the line and the translation into French not having the power of the original. Their best bet is to find something else, then return to 'the future's bright' further down the line. Other brands have had to do this. Guinness is a good example. New management moves in and tries to stamp its own authority by moving away from good lines like 'Good things come to those who wait'. Then, predictably, they return to what works. So it will be with Orange.
Hang on... Orange hasn't used this end line in a campaign for over a year now so don't see how this is 'news'. They take it out and use it periodically from campaign to campaign don't they?
Tom Alexander revelaed his new strategy for the company yesterday and there was no mention of brand or The Future's Bright…explain BR?
In all honesty, despite being an ad man, I had a problem with Orange's catastrophic customer service, not the line. I don't care about the line (although, it is a very good one). I care greatly about customer serrvice. They should get that right first, as great ads will just introduce more people to their dismal service. This is what happened when they launched: great ads, supported by a new and more customer-friendly way to do business.
Comments
Richard Hayter - 03/06/2008
"The future's bright…" is one of the best positioning statements ever. From the outside, it looks like yet another new marketing director throwing the baby out with the bath water.
CHRIS ARNOLD - 03/06/2008
Shocked. This has to be one of the top ten lines of the decade and he's throwing it out. Unbelievable. What is more, it's also an ethos - think to the future. It'll be a hard line to follow but then maybe that doesn’t matter any more. Are Orange now planning to go down market and do bad, patronising or cheesy ads like the other telecom companies?
Chris Herd - 03/06/2008
Orange lost it the day they walked out of WCRS. From then on, they have produced less than average advertising with a brilliant endline. So I guess from now on they'll be producing less than average advertising with a less than average endline too. Yet another step backwards.
Gordon Macmillan - 04/06/2008
Chris is right it is one of the best lines out there. If it ain't broke...
Richard Hayter - 04/06/2008
I agree with Chris about WCRS, too.
stu park - 04/06/2008
To me, Fallon's work is this weird entity which looks warm on the surface because of it's plinky plonky guitar and innocent voiceovers ('we love it when good things never end...oh do you? thanks) but is utterly lacking in substance. The WCRS stuff was visionary. The line is excellent. But it's just a line. There is a better solution out there - but will they find it?
Aroo - 05/06/2008
The futures definitely something else. It's good to change - innit?
Mark Griffiths - 05/06/2008
Good point, Andrew. The immediate future is definitely something else. In these times, it's no point kidding people that the future is bright. I also agree with others that finding a line that's as good is going to be difficult. But isn't that what we're here for? I remember doing some work with Orange on this back in 2001/02 (remember the dot com recession?) but Orange decided to stay with what they had. Back then, the pressure also involved being French owned - with the French not wanting to use the line and the translation into French not having the power of the original. Their best bet is to find something else, then return to 'the future's bright' further down the line. Other brands have had to do this. Guinness is a good example. New management moves in and tries to stamp its own authority by moving away from good lines like 'Good things come to those who wait'. Then, predictably, they return to what works. So it will be with Orange.
Matthew Holden - 05/06/2008
Hang on... Orange hasn't used this end line in a campaign for over a year now so don't see how this is 'news'. They take it out and use it periodically from campaign to campaign don't they? Tom Alexander revelaed his new strategy for the company yesterday and there was no mention of brand or The Future's Bright…explain BR?
Lazar Dzamic - 06/06/2008
In all honesty, despite being an ad man, I had a problem with Orange's catastrophic customer service, not the line. I don't care about the line (although, it is a very good one). I care greatly about customer serrvice. They should get that right first, as great ads will just introduce more people to their dismal service. This is what happened when they launched: great ads, supported by a new and more customer-friendly way to do business.