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The appointment reunites brand and marketing director Jeremy Dale with the agency that developed ITV Digital’s celebrated 'Monkey' campaign.

"Orange has always put the customer at the heart of everything it does; we will be working closely with Mother to develop a campaign that communicates that and the underlying optimism of the brand in a refreshing way," said Dale.

Mother saw off Orange’s launch agency WCRS, M&C Saatchi, and Bartle Bogle Hegarty, which recently loss the T-Mobile UK account.

The first Orange work developed by Mother is expected to break in the New Year. The agency will be charged with re-igniting the brand’s appeal to consumers and businesses alike as the mobile industry prepares to communicate the benefits of GPRS and 3G technology.

Previous incumbent Lowe resigned the account last month. This morning the agency announced 23 redundancies across the agency following its resignation of the business last month.

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