The FTSE's bright, the FTSE's Orange

Dan Izbicki and Cameron Saunders

1996-98 campaign for Orange mobile phone, the first 2 years after the company's flotation. Objective: shareholder values.
Agency: WCRSAuthors: Dan Izbicki and Cameron Saunders

The FTSE's bright, the FTSE's Orange

INTRODUCTION

This paper covers the period from April 1996 to April 1998, the first two years of Orange in its new guise as a FTSE 100 plc. As a plc, the raison d’tre of Orange fundamentally changed; the sole rationale for its existence was now to provide its shareholders with a profit, to create shareholder value.

The imperative of shareholder value resulted in a very different corporate strategy for Orange plc, as opposed to Orange in its launch years. Prior to...

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