Former Virgin Cola US boss, Alexis Dormandy, will take control of the mobile giant's UK marketing strategy and will be responsible for directing its ad agency, Mother.
Dormandy, who has been working at Orange for the past three months as vice-president of strategy and corporate development, will re-establish Orange as a challenger brand and revitalise its marketing strategy following criticism that its ads and brand message had lost their focus in recent months.
He reports to Orange UK executive vice-president John Allwood. Dormandy was previously director of corporate development for the Virgin Group, where he oversaw Sir Richard Branson's interests in Virgin Mobile.
Orange insists Dale, UK vice-president of brand marketing, will remain with the company and that he will work closely with Dormandy on implementing the structure. Observers have predicted that Dale will quit the firm.
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