Future dims for Orange’s Fallow

Orange’s marketing director, Robert Fallow, has left the company suddenly, just two months after launching a pounds 7m branding campaign.

Orange’s marketing director, Robert Fallow, has left the company

suddenly, just two months after launching a pounds 7m branding

campaign.



Fallow was ousted last week following a clash of interests with

commercial director Bob Fuller, say sources close to the firm.



Fallow is believed to have had a stormy relationship with Fuller for

some time. It is understood that he has no job to go to.



Previously marketing director at Reebok, Fallow joined Orange last

April.



One of his first achievements was a pounds 15m TV campaign through

WCRS.



His latest work was a TV branding campaign directed by Ridley Scott to

mark Orange’s fourth birthday. The ad aimed to continue Orange’s ’The

future’s bright. The future’s Orange’ theme but with an emphasis on

technology.



Fallow has a had a broad and unusual career path, having been a tank

gunner in the Army and worked as a labourer. He became marketing manager

at MacKay’s and Reebok before becoming marketing director at the sports

manufacturer, where he is credited with turning the brand into a leading

player.



Fallow was unavailable for comment as Marketing went to press, but a

spokesman for Orange confirmed he had left the company.



Orange has had three marketing directors since launching in 1994.



Fuller is overseeing the company’s marketing until a replacement for

Fallow can be found.