Jones' appointment is part of MWO's efforts to restore its fortunes after it lost lead status on AOL's £29 million UK account. She takes over from John O'Sullivan, who has been in creative command since the agency was founded eight years ago. He takes over as the agency chairman with a brief to develop MWO's profile and client list while maintaining his relationship with its Direct Line business.
Jones' arrival is in line with MWO's attempt to broaden its offering and boost its creative after losing out to Grey London in the race for AOL, for which it created the Connie character. MWO is being retained for tactical work.
Jones, 34, is an art director who has had spells at Leagas Delaney, the then GGT BST and TBWA\London, where she was the creative director of its so-called "village" operation formed to service NatWest. Most recently, she worked on Persil at JWT.
Her hiring ends a six-month search for someone to take charge of MWO's creative teams. "We have a new-business programme that requires a creative director with edge," Tim Mortimer, one of the agency's founders, said.
"It's also important she is an art director because this is an area in which we could improve."