ITV Digital boss takes Orange role

Man who launched Monkey joins mobile giant after working with its former marketing director

Jeremy Dale, the marketer responsible for introducing Monkey as the face of ITV Digital, has been appointed as UK brand marketing director – a newly created role – at mobile phone company Orange.

Dale, who joins Orange in the autumn, will take charge of all UK brand and advertising activities. He will report to executive vice-president for the UK John Allwood.

Orange is understood to have created the post to bring its brand and marketing communications departments closer. The company has named ex-Amazon marketer David Osborne as senior advertising manager.

Dale left ITV Digital in May, along with 23 other marketers, when the digital platform was forced to close down (MW May 2). Since then, he has been working as a consultant with ex-Orange marketing director Chris Moss. Insiders claim Moss “helped” Dale get his new job.

Dale joined ITV Digital (then ONdigital) in 2000 from Nintendo’s UK distributor THE Games.

In 2001, Dale axed BMP DDB as ONdigital’s agency, ahead of the ITV Digital rebranding. He appointed Mother, which created the Monkey ads to launch the new brand.

Orange confirms Dale’s appointment, but declines to comment.

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