Saatchi & Saatchi to turn the world Orange

"We are thrilled that we have been entrusted with the advertising responsibilities of one of the most prestigious mobile phone brands in the world, and that Orange has invested even further in our resources to meet their standards for quality and creativity on such a global scale," comments Eric Frank, MD of Saatchi & Saatchi Afrika.

Frank says that their primary task will be to develop and implement ideas off the platform of the global brand strategy. "This is however not going to be an adaptation process, but more about delivering the strategy through ideas that are relevant to the regions Orange operates in. Beyond that, our role will also be that of lead agency, which means that we shall be initiating pan-regional campaigns and ensuring that local executions are of the best possible quality."

The campaign will ultimately cover all media, including sponsorships, promotions and below-the-line advertising.

Orange operates in 19 countries worldwide. As the largest digital network in the UK, Orange has the largest number of transmitters with over 5000 in the UK, and covers 99% of the population.