Orange puts £30 adspend behing fresh positioning

LONDON - Orange has unveiled its latest global marketing campaign and revealed it is to spend a record £30m on the UK advertising push.
The telecommunications brand has confirmed that ‘I am' will be its new strapline for the global campaign, which breaks in the UK on 5 July.
The campaign, created by Fallon, uses lines such as ‘I am who I am because of everyone' and ‘I am all the boys I've kissed and the ones I will'.
A heavyweight TV, radio, print and outdoor campaign will encompass 120 different global executions. Outside the UK, the global signature for the campaign will be ‘Together we can do more'.
This is a reassertion of Orange's point of view and will highlight what differentiates us from other brands.'

Orange have also said that they intent to increase spend in social networks and focus on search online. Offering new widgets to drive acquisition. It seems all O2 compeititors are really increasing their game and all telecoms are going to have to keep their eyes wide open to spot the most valuable opportunities