The mobile network's previous strapline "The future's bright", created by WCRS, will remain in hibernation for the foreseeable future.
The new campaign will run across all Orange territories, starting in the UK in July. It is based on Orange's new brand vision "Together we can do more".
According to a source the campaign will carry the new signature "Further together", which has been designed to replace "The future's bright" in the UK and "Open" used outside the UK.
However, the source said that the new strapline has not been favoured by the teams of UK chief executive Tom Alexander, and that Orange UK will use neither the new signature nor the old one in the new campaign.
An Orange UK spokesman confirmed that "Further together" was under consideration as a strapline and said that no decision had been made yet. He denied the claim that the company was unhappy about the strapline and said it was very pleased with the campaign.
The company's above-the-line advertising account is currently handled by Fallon.
Yesterday, Alexander promised to reduce the company's reliance on Indian call-centres and to create 500 more customer-facing jobs as part of a new strategy.
However, Alexander also warned he would axe 450 middle-management positions in order to turn around the ailing business.
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