Orange and T-Mobile merge to form Everything Everywhere
Mobile operators Orange and T-Mobile have merged to form a new company, Everything Everywhere.
Both Orange and T-Mobile will continue to operate as separate brands under the new parent company, which will launch on 1 July.
Branding for Everything Everywhere has been created by Figtree, with Orange ad agency Fallon and T-Mobile ad agency Saatchi & Saatchi also involved.
She adds that the rebrand was led by Everything Everywhere chief executive Tom Alexander and vice-president of brands and communications Steven Day.
The company says it has plans for a single ‘super-network’ to service what it claims is a customer base of 30 million people.
Everything Everywhere says Orange and T-Mobile will continue to compete as distinct brands in the market – each having its own shops, campaigns and propositions.
Alexander says, ‘We are Everything Everywhere – it’s our name, our vision and our ambition – and we run two of the UK’s biggest brands, Orange and T-Mobile. It’s our vision to give our customers instant access to everything everywhere, opening up a world of endless possibilities.’
Is that kind of like ‘all things for all people’, meaning that it will invariably be nothing for anyone? If the logo’s anything to go by, it sure looks that way. I suppose it doesn’t really matter since consumers are unlikely to ever deal with parent company.
I have to agree with Stef Brown. It signals ‘generic’ above all else, and it’s a mouthful to say as well. Seems like more of a brand promise or platform which should then inform the creation of a name. I hesitate in describing the name as ‘lazy’ or ‘obvious’ given the agencies involved, let’s hope it was just the product of hard-won compromise by all parties?