Orange takes on ITV Digital boss as brand director

RAVI CHANDIRAMANI

July 11, 2002

How long?

3-4 minutes

Orange takes on ITV Digital boss as brand director

Orange has appointed ITV Digital marketing director Jeremy Dale to the new position of brand marketing director.

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 12.7 million subscribers in the UK.