Between the Lines: Where is Orange going?

Confusion has reigned for months over the future of France Telecom's advertising account; not just the UK Orange business but also Wanadoo (soon to be rebranded under the Orange banner). Will FT seek a single international agency partner? All of the agencies that work with FT seem equally bemused by events, and the news that the company is plotting to bring the old "the future's Orange ..." strapline back to centre-stage will only add to the prevailing sense that the company has lost its strategic way since the glory days of the Orange debut.