Jones and Loraine, art director and copywriter respectively, have been behind some of Leo Burnett's most high-profile work. Their recent credits include "shark" for John West's Tuna Snack Pots and McDonald's "divorced parents" spot.
Their campaign for Heinz Microwaveable Soups, which emphasised that they took two minutes to heat up, won a gold Lion at the Cannes International Advertising Festival in 2001.
The appointment is a further step in a radical restructure of the BMP creative department. It comes two weeks after the agency announced the departure of the executive creative director, Larry Barker, who had been at BMP for five years. Paterson and Craigen had been promoted to creative directors in May.
"This is our first appointment since being made creative directors," Paterson said. "Steve and Martin have worked at three agencies - Leo Burnett, Grey and Euro RSCG Wnek Gosper -- and have worked with different sets of clients and produced great work. That kind of track record isn't by chance."
He added: "We talked to them as soon as we took over as creative directors, and it's great to be able to entice them to BMP. The type of work they produce and the kind of people they are make them perfect for this place."
Although the final details of the move to BMP are still being hammered out, the pair will become board members and are expected to join the agency in November.
"They have been with us for a long time and are extremely talented," Bruce Haines, the group chief executive at Leo Burnett, said. "There is no imminent appointment being made but Nick Bell [the creative director of Leo Burnett] is seeing people all the time."
Before joining Leo Burnett the team created Allied Dunbar's "there may be trouble ahead" campaign while at Grey. A previous stint at Euro RSCG saw them create an RX Bourbon spot using the line: "You don't have to break the rules, just bend them."
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