Orange UK strategy shift out to tender

Orange UK is in the final stages of a pitch to appoint a branding consultancy to work on strategy and positioning.

The mobile phone network is using the Advertising Agency Register to handle the pitch. It is understood two consultancies remain in the running following a first round last month which saw four groups removed.

The brief for the pitch is thought to be purely strategic, involving brand architecture and positioning work for the UK market only. It does not relate to the Wolff Olins-designed primary logo (pictured), which remains in global use.

AAR refused to comment on the pitch and no one at Orange UK was available for comment as DW went to press.