= Immediate and flexible support during a resource critical time
= Extensive relevant experience to ensure the highest levels of effectiveness
= An independent, objective view without the constraints of existing practice

Objective Support
The Virtual Marketing Company provided a resource to manage the entire Communications Programme for the launch of Orange in Belgium. The project was a joint venture between KPN Telecom and Orange and although the branding was predominantly drawn from Orange in the UK, much of the product development strategy came from the Netherlands. A key element in managing the Marketing Communications Programme was to ensure that the Product Marketing requirements were fully aligned with the Brand. Orange branding depends on the integration of product and service propositions with the Brand Values. The degree of independence provided by the Virtual Marketing Company bridged previously disparate groups within KPN Orange that were quickly aligned to ensure a cohesive marketing strategy.

Highest possible levels of effectiveness
The consultant responsible for working on the project in Belgium had considerable line management experience in Mobile Telecommunications in the UK. Not only did this ensure a focused input, it also enabled the Virtual Marketing Company to add value to the overall marketing strategy. An understanding of the context of Orange in the UK and of the competitive strategies used by Orange, and how other players in the market had responded in the UK was critical in developing brand and market strategies in Belgium. After handing over the communications role to a local employee, The Virtual Marketing Consultancy continued to provide support by establishing an analysis and research team.

Immediate and Flexible Resource
The Virtual Marketing Company was approached in the UK and the consultant was asked to travel immediately to Belgium, with the possibility of continuing if appropriate after an interview with the Chief Operating Officer. The initial requirement for a few weeks of support whilst the Head of Communications was absent extended to months and the consultant then took responsibility for developing the Marketing Planning and Strategy team.