Mobile telecommunications giant Orange has called in Denise Lewis,
ex-director of communications at Bell Cablemedia, to be its new head of
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
Orange’s retained PR agencies are Lowe Bell, Dewe Rogerson and Text
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
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.