M&C Saatchi’s appointment, which was made without a pitch, comes as the Daily Mail plans to significantly increase its overall marketing spend to £50 million, including £35 million on advertising.
A new ad campaign is set to launch in the new year and will run across TV, press, outdoor and online channels. The ads will seek to attract a wider readership by promoting the paper’s range of content.
M&C Saatchi has done some project work for the Daily Mail in the past.
The move does not affect Bartle Bogle Hegarty, which continues to produce advertising for The Mail on Sunday.
Watson had worked on the Daily Mail account since the early 80s, when it was handled by FCB London.
The account moved with him in 2006, when he joined The Law Firm.
Roland Agambar, the chief marketing officer at Associated Newspapers, said: "The Daily Mail has developed a customer-centric marketing plan that will continue to drive the brand forward.
"We’ve appointed M&C because they demonstrated a belief and ability to deliver this insight across different platforms."
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