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.’
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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?