Lewis to help Orange put squeeze on rivals

Mobile telecommunications giant Orange has called in Denise Lewis, ex-director of communications at Bell Cablemedia, to be its new head of public relations.

Mobile telecommunications giant Orange has called in Denise Lewis,

ex-director of communications at Bell Cablemedia, to be its new head of

public relations.



She is filling the shoes of Mark Humphrey who left the top PR role a

year ago following a period of illness. Mark Davis has been acting head

of PR in the interim and has since moved to the Netherlands to a new

role within Orange.



Lewis, 32, will run a team of five, reporting to group director of

marketing Robert Fallow. She will work closely with the marketing,

regulatory and public affairs departments as well as the PR and

advertising agencies.



Orange’s retained PR agencies are Lowe Bell, Dewe Rogerson and Text

100.



Her main role will be helping to maintain and develop brand loyalty for

Orange to push the brand’s growth.



Lewis said: ’My priority will be to see how the PR function can harness

the brand and drive it further into consumer and business markets.’



Orange is third in the mobile phone market behind Vodafone and

Cellnet.



It has one million subscribers and is leading the market in real growth

terms, adding an average of 30,000 subscribers per month.



However, its fourth-placed rival, One2One, is close on its tail,

registering growth of 26 per cent since January and is expected to do

even better next year. In comparison, Orange grew almost 25 per cent in

the first half of the year.



Lewis said sponsorship will be key in Orange’s brand development and she

will be responsible for a sponsorship budget understood to be around

pounds 1 million.



Lewis had been at Bell Cablemedia since 1993. She was one of the senior

figures who worked on the communications task force during the Cable and

Wireless merger and who quit once the deal was completed.



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