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Lewis, who has been a mainstay of the global marketing team, is leaving after seven years to join branding agency Finisterre as a board director.

He is not being replaced at Orange. His role, which reported to director of worldwide brand Lizzie Palmer, has been to oversee brand and design guidelines and ensure the brand is communicated consistently across all its markets.

The axing of his position comes as parent France Telecom strives to slash its debt mountain. It is in the process of consolidating the media planning and buying accounts for all its businesses, which include Orange and Freeserve in the UK, into a single agency.

Lewis will work across Finisterre's client base, which includes Lloyds TSB and Nortel Networks. His exit follows the departures of Peter Raymond, who was head of global sponsorship, and corporate affairs director Denise Lewis from the group team (Marketing, February 20).