Dale, the man who hired ad agency Mother to come up with the Monkey character, will join the UK's leading mobile network next month and report to UK chief executive John Allwood.
He will work closely with the firm's lead creative agency Lowe in striving to attract customers to the network as well as persuading existing customers to use more WAP, text messages and the new 3G services.
Dale joined ITV Digital two years ago (then ONdigital) from Nintendo's UK distributor THE Games, where he was marketing director.
Separately, the company has hired former Sony PlayStation marketing director Alan Welsman to be head of wire-free games.
Welsman was most recently marketing director at now defunct mobile portal Speedy Tomato.
Orange has 12.7m subscribers in the UK.
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