Orange has poached Interbrand boss Alex Batchelor to be its first
global brand chief, in an effort to manage the consistency of its
positioning across its 20 operating countries.
Batchelor, who is currently joint managing director at Interbrand, will
take up the post of vice-president, worldwide brand, in January,
reporting to Richard Brennan, vice-president of global strategic
division, OrangeWorld (Marketing, October 25). Before working for
Interbrand, Batchelor was board strategic planner at Saatchi & Saatchi
and is a former Unilever marketer.
Batchelor scooped the job against three final-round candidates, whittled
down from an original list of 35. "Alex has very strong consultative
skills and will drive our multinational marketing, advertising and
sponsorship strategy," said Brennan.
Orange's global brand team will number 50 people based in London,
including some of the UK marketing team. Among them is Lizzie Palmer,
director of brand strategy, development and communications, who steps up
to the global team as head of brand strategy and architecture.
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