Owned by France Telecom, Orange has launched a new brand across its global markets.

Leading telecommunications provider Orange, owned by France Telecom, today launched a new global brand vision and campaign across its worldwide markets.

The new vision, expressed in the statement: “together we can do more”, is reported to reflect the company’s transformation into one of the world’s leading providers of digital communications and has as its strapline “I Am.”

The campaign, created for Orange by Publicis Groupe and executed by Fallon, will be rolled out in the UK on 5 July, followed by Switzerland, Poland, Romania, France, Slovakia, Spain, Africa and the Middle East in the following months.

The first wave of the campaign consists of a series of statements from an individual about the people and experiences that made them who they are. The campaign launches in the UK with the 60-second “I Am Everyman” advertisement. UK customers can find out more at http://www.i-am-everyone.co.uk ^[1].

In a press statement, Orange said: “Bringing people together is why Orange is here in the first place. Orange deals with and empowers relationships; they define who we are today and what we can become and achieve in the future.”

Caroline Mille, Senior Vice President, Brand and Communications, said: “The Orange brand was originally developed for one technology in one market - mobile telephones in the U.K.

“Today, just 14 years later, the brand now spans a range of technologies (internet, T.V content) and reaches consumers in 26 countries, covering very different cultures…the brand has lost none of its strength, staying true to its original values which have become the values of the whole Group. The new brand vision allows us to truly communicate everything that Orange now stands for.”

France Telecom has 170 million customers, of which 120 million are under the Orange brand. Orange was ranked 50th most valuable brand in Millward Brown’s recent global brand survey, an increase of 17 places on the 2007 survey.