Orange and T-Mobile in rebranding

Steve Dinneen
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ORANGE and T-Mobile, the newly-merged telecoms giant, has unveiled its new trading name.

The firm will be internally branded as Everything Everywhere, although consumers will still deal with the individual brands.

Chief executive Tom Alexander told City A.M. the new name represents the scope of the ambition of the new firm. He said: “This name is incredibly descriptive. It represents the future of the company – it is not just about calls, it is about the internet in your hand wherever you are.”

He said there are no plans to axe the “iconic” names of the two brands.

The Everything Everywhere brand will be incorporated as a tag-line into marketing campaigns for both Orange and T-Mobile.

The name was developed in conjunction with advertising houses Fallon and Saatchi & Saatchi but Alexander said the firm incurred only “incidental costs” in formulating it.

Alexander revealed the merged companies will now allow its users to “roam” between Orange and T-Mobile mobile networks with no extra charges.

He said no decisions have been made on expected job cuts but claimed the firm would need all of its front line staff to realise its ambitions.