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Wednesday 6 August

Why Orange thinks 'I am' heralds a brighter future

With a £30m campaign which introduces the line ‘I am’ Orange has dropped its famous strapline ‘The future’s bright, the future’s orange’ for the first time since its launch and divided industry opinion. Justin Billingsley, Brand Director, Orange UK and Magnus Djaba, partner and director of development at its agency Fallon, talk about the decision-making behind the new campaign and share with us some exclusive behind-the-scenes footage of its filming.

Brand Director, Orange UK

Justin Billingsley

Justin Billingsley is Brand Director of Orange, and is responsible for the strategy and direction of the Orange brand. His remit covers all elements of Advertising and Promotion for the company. He reports directly to Steven Day, Chief of Staff, Brand & Communications for Orange UK.

Justin has 13 years strategic marketing experience in local, regional and global marketing leadership roles. His experience has spanned integrated communications development, global brand architecture development, product innovation and strategic asset and partnership management.

He joined Orange in September 2007 from Nokia where he was Global Marketing Director for Nokia’s music, fashion and premium division.

Prior to his role at Nokia, Justin was with Coca-Cola for more than eight years in various senior marketing roles across the US, Australia, Indonesia and the UK. Prior to that he worked for Unilever.

He is married with three children.

Partner and director of development, Fallon

Magnus Djaba

Magnus graduated from Oxford University with a degree in History and went straight to work at IMP, a direct marketing agency, working on Masterfoods and National Australia Group Banks.

In 1997 he moved to Ogilvy & Mather to work on the global Impulse business and, later, Kodak, the COI, Physio Sport, Lucozade and The Coca-Cola Company business across Europe. He was later made New Business Director before leaving to join Fallon.

Magnus joined Fallon 5 years ago and currently runs the Orange, BBC and Velvet Toilet Tissue accounts.  He has since been appointed Partner and Director of Development