The second decision was equally easy. The company would take a new approach to communications. The service would not be just a handset, but the customer's ticket to a convenient, wire - free world that would provide all his communications needs. Wolff Olins, the London and New York brand consultancy, and WCRS, the agency, were brought in. Doug Hamilton, former executive creative director of Wolff Olins, liked it right away.
People get it without thinking about it.
It's a colour that's universally liked, except in parts of Northern Ireland. The next step was to pitch the idea to the Hutchison Telecommunications team, led by Canning Fok, in Hong Kong. Bob Fuller, one of the original executives on the British team, remembers being nervous. We went in and said we want to call the business Orange. There was stunned silence.