Orange asks JCPR to refresh brand

Mobile phone giant Orange has called in Jackie Cooper PR to help revitalise its brand comms.

The France Telecom-owned operator has just unveiled its latest ad campaign as part of a strategy to reinvigorate the brand, reworking its acclaimed launch slogan 'The future's bright...'.

The agency selection is intriguing given that JCPR represented fierce competitor O2 for three years until declining to repitch for its account as part of a review in January.

The appointment of JCPR comes just weeks after Scott Jacobson joined Orange as UK PR director (PRWeek, 12 August).

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