Mother's appointment, first revealed by Marketing online, came just two days after Dale saw pitches for the £43m account. The appointment reunites Dale with the agency that developed the celebrated 'Monkey' campaign for ITV Digital where he was previously marketing director.
Mother won in a pitch against M&C Saatchi, Bartle Bogle Hegarty and WCRS, the agency that worked with Orange from its launch in 1994 to 2000. Lowe resigned the business last month.
However, sources claimed the pitch process produced no "silver bullet" and that the decision was made on "gut feel", without the consumer research characteristic of most big client pitches. This intensified suspicions that Dale’s existing relationship with Mother was an overriding factor in the decision.
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