Everything Everywhere to review agencies

Steven Day: agencies under review
Steven Day: agencies under review

LONDON - Everything Everywhere, the new umbrella company for Orange and T-Mobile, is going to review its agency arrangements amid redundancies in the marketing departments.

Orange and T-Mobile agencies including Saatchi and Saatchi, Fallon, Tullo Marshall Warren and Chemistry could all be put on alert with Everything Everywhere's vice-president of brand communications Steven Day saying he will be looking at the current agency arrangements.

Speaking to Marketing Day said: 'There's now a good opportunity to look at agencies afresh.'

The review could result in a consolidation of the accounts. Day, who held the same role at Orange previously, said he will be looking at what input the agencies employ to make the brands distinct from each other. This will be key to the new multi-brand company, he said.

While Everything Everywhere will be the umbrella company, both Orange and T-Mobile will continue to operate as separate brands. The key distinctions around each brand will be based on brand personality, service, pricing, packages and handset portfolio, says Day.

However the merger of the two companies will result in redundancies in the marketing department. Nearly 2,500 jobs are believed to have gone already across the merged company.

Day said: 'It's fair to assume that there will be overlap. We're trying to remove duplications of jobs.'

While the new umbrella company will not be a consumer facing brand in the league of Orange and T-Mobile, it will launch a campaign to its customers with a unifying message about improved network coverage resulting from the combination of the brands.

Day said: 'Everything Everywhere will operate multi-brands but the two brands will have one network to provide better coverage. We won't launch a huge above-the-line campaign but it will be a unifying message to say the network just got better.'

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