Why Orange thinks 'I am' heralds a brighter future in latest BRTV

LONDON - The controversial decision to ditch "The future's bright, the future's orange" strapline is the topic in the latest Brand Republic TV.

Philip Smith, Haymarket Brand Media's head of content talks to Justin Billingsley, director of Brand for Orange UK, and Magnus Djaba, director of development at the mobile firm's agency Fallon.

During the show they discuss the launch of the £30m campaign which introduces the 'I am' strapline in the latest phase of the push that tells the story of cyclist Mark Beaumont's record breaking round-the-world journey.

Billingsley and Djaba face questions from Brandrepublic's members and talk about the decision-making behind the new campaign, show the latest ad and share with us some exclusive behind-the-scenes footage of its filming.

BrandRepublic.tv is a series of monthly video shows which, as part of the PPA award-winning BrandRepublic.com, are produced in association with the IPA and are sponsored by Thinkbox.

An archive of previous shows including interviews with the IPA's President Moray McLennan and Starcom UK chairman Jim Marshall can be found at BrandRepublic.tv.

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