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The appointment comes as the online bank launches into the French market, backed by a £50m marketing spend over three years.

Egg launches its Visa credit card, la Carte Egg, in France from November, with a fourth-quarter marketing spend of £8m. Its French ads, like its UK work, take a quirky stance and are based on the theme of breaking convention.

One of the ads plays on the French perception that the Swiss are slow and shows a Swiss man by a lake set on fire by a flamethrower. French agency BDDP & Fils created the ad, but Egg's UK agency Mother was involved on a strategic level. Pascal Dasseux, Egg's marketing manager in France, reports to Cross.

Egg expects to reach 20 million consumers through 2300 TV spots and 7.5 million press and magazine inserts. It has spent £2.4m on researching and developing the brand in the French market.