CAMPAIGN DIARY: Big eyes, cold nose - mere humans weren’t a match for Mr Patch

Many people have been saddened to hear about the death of Mr Patch, the much-loved canine mascot of Lowe Howard-Spink.

Many people have been saddened to hear about the death of Mr Patch,

the much-loved canine mascot of Lowe Howard-Spink.



Mr Patch, long-time companion of Kevin ’Shabby’ Kneale, one of the

agency’s copywriters, was a firm favourite with staff at Bowater House

and also with the many cab drivers who transported him and Kneale around

town from meeting to meeting.



Kneale, who was part of the creative team behind Heineken’s ’trolleys’

commercial, cited Mr Patch as the inspiration behind the ad. Apparently,

after a night on the town, the dog managed to make his way from the West

End to the other side of London where Kneale was staying.



Mr Patch also appeared in several press and TV ads for Lowes such as

Tesco, Vauxhall and the Mail on Sunday, but it was when Mr Patch sat on

the 1994 D&AD jury and got his picture in the annual that he really made

a name for himself.



Dog and future owner met outside a wine bar in Soho in 1982 and have

been inseparable since. Kneale said: ’In pitches, Mr Patch would single

out the decision-maker and charm them. He was a deep thinker with a

quiet but irresistible manner. He’ll be missed.’



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