It held a protracted hunt for an executive creative director to partner Leon Jaume and had to extend its search after Bartle Bogle Hegarty's creative director, Russell Ramsey, pulled out at the 11th hour. So Ali got the job.
That she is quitting the post after only a year (page 1) is certainly something of an embarrassment for WCRS, and it doesn't help that Ali was also the person responsible for WCRS's most high-profile work last year: the 3 campaign.
Her departure leaves a question-mark over the make-up of the WCRS creative department. The agency must now move quickly to decide whether to appoint another joint executive creative director and demonstrate that it can keep up the momentum on 3, unquestionably its most defining recent work.