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He becomes Damon Collins' first hiring since he took over sole creative command of the agency in May, following the departure of Tony Barry.

At the same time, Collins is breaking with convention by pairing Brotherson not with a copywriter but Lowe's senior art director, Steve Paskin.

"The pairing of two art directors could be seen as a well-deserved kick in the groin for conventional advertising wisdom," Collins said. "It's ideas that are important, not titles."

Brotherson, 38, has been working with the writer Bruce Menzie during the four years since he rejoined JWT from the Leith Agency. He began his career at the then Still Price Court Twivy D'Souza before a two-year stint at Young & Rubicam.

While at Leith, he was the art director on the Standard Life campaign featuring a talking baby.

At JWT, his credits included the campaign to relaunch Nestle's After Eight mints and the Smirnoff "autocue" film in which the managing director of a major company stuns his staff by calling for "more days off".