Orange and T-Mobile to overhaul comms strategies for Everything Everywhere

Up to £2m of Orange, T-Mobile and corporate branding work up for grabs.

In charge: Everything Everywhere CEO Tom Alexander
In charge: Everything Everywhere CEO Tom Alexander

Everything Everywhere, the mobile comms giant formed from the merger of Orange and T-Mobile earlier this year, is to repitch all PR consultancy work including a new brief for the holding company brand.

GolinHarris and Brands2Life have been told that they will have to repitch for their existing accounts with Orange and T-Mobile respectively, while other selected agencies will be contacted in January.

There will also be a new brief up for grabs for the corporate brand Everything Everywhere, which was created in July.

This year alone the combined companies will spend £1.5m on PR. Everything Everywhere plans to complete the comms review by the end of February, with fresh campaigns beginning in April next year.

A soon-to-be appointed head of PR for Everything Everywhere will run the pitch, overseen by brand comms director Stuart Jackson and corporate comms director Robin O'Kelly.

Both GolinHarris and Brands2Life have held their accounts since 2006, but Jackson said the firm was radically changing the way it worked and communicated. 'We're looking at how we can create a step-change in performance across our business. A key part of this success of this will be through our brands and how we manage and communicate what they're about, what they do and what's coming next,' said Jackson.

Everything Everywhere is Britain's largest comms company with combined revenues of £6.4bn and 27.9 million customers (as of Q3 2010).

Orange and TMobile were ranked as the second and third most popular mobile phone providers in PRWeek/OnePoll's latest survey of 3,000 members of the UK public.

 

Time line

27 October 10: Everything Everywhere announces a 19.6 per cent year-on-year increase in new customers

6 September 10: Orange and T-Mobile allow customers to access both respective networks

11 May 10: Orange's Tom Alexander named CEO of Everything Everywhere

8 September 09: T-Mobile and Orange agree merger

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