From January, Batchelor will be responsible for the marketing and advertising of the Orange brand worldwide as the company aims to be in 50 countries by 2005.
Prior to his five years at Interbrand, Batchelor was a board strategic planner at Saatchi & Saatchi in London.
Richard Brennan, executive vice-president OrangeWorld and brand, said, "Alex's breadth of experience and expertise will be a huge asset to our global aspirations. He has strong consultative skills and a proven background as a leader."
Batchelor was appointed after an extended global search, during which he beat off competition from more than 35 high-calibre candidates from a variety of international blue-chip firms.
Batchelor said, "Orange faces some exciting challenges, the most important of which is to take the brand, its values and vision, global. I'm thrilled to be joining."
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