Orange reviews its PR after CDR’s departure

Orange’s newly appointed communications chief Martin Cardoe has pledged to review the mobile phone firm’s financial PR account, following the resignation of Citigate Dewe Rogerson from the brief.

Cardoe, who joined this week, confirmed he would review the firm’s financial and corporate PR, but said it was too early to set a precise timetable.

He added he had been contacted by ‘several’ agencies immediately after the announcement of CDR’s resignation.

In the meantime, the work will be handled in-house under the direction of Cardoe, previously global marketing and comms director at troubled accountancy firm Andersen.

Meanwhile, further details of the reasons for CDR’s resignation have now emerged.

A source close to director Tony Carlisle, who has headed the account since 1995, said he and recently appointed Orange CEO Sol Trujillo had mutually agreed that CDR was not the right firm to drive through the firm’s new strategy, which is set to be launched next week.

This fresh strategy is expected to echo previous comments by Trujillo that Orange needed a set of ideals geared at greater integration with fixed line services, rather than its previous emphasis on the ‘wire-free frontier’.

The source said that Carlisle felt he was too closely identified with the previous strategy to continue.

Cardoe confirmed next week’s announcement will be his first priority, followed by talks with senior management over the scale of his budget.

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