Whale (pictured, right) started her career at Sheard Thomson Harris in 1991, then had spells at Tequila and GGT before first joining Proximity in 2003 as managing partner, staying for six years.
In May 2010 she took up an interim role at DDB before returning to Proximity in November of the same year.
Chief executive Mike Dodds (pictured, left) said: “I cannot think of anyone I have worked with who leads big, complex client relationships better and her new business track record speaks for itself. Eight wins over the past six months, including Kenco, Oxfam, Parcelforce and John Lewis.”
Whale will continue to run the Lloyds TSB account and will be extending her new business remit further. Lou Barber remains chairman of the agency.
Her promotion is part of Dodds’ two-year development plan, and follows Gabrielle Moss’ promotion to managing director, and the appointments of Havas EHS data chief Amanda Arthur as well as customer experience director Richard Wand from Possible.
In addition, Andrew Waddell is promoted to head of account management, while planning directors Adrian Hoole and Darren Burnett have been elevated to share duties as heads of planning.
The shake-up comes amid a purple patch for Proximity’s new business strategy. Two weeks ago the agency picked up John Lewis’ CRM account, with a brief to roll out its “my John Lewis” loyalty programme. Meanwhile, it has also won Parcelforce and Oxfam tasks in the past three months.
Dodds added: “These latest moves further strengthen the leadership team at Proximity, putting us in the best possible shape to implement our two year plan which we kicked off in January. Our next priority is to appoint the ECD which will complete the line up. We hope to be making an announcement within the next month.”
ECD Caitlin Ryan resigned in March after 14 years at the agency. She has been appointed to spearhead the group-wide creative department of Karmarama owner Karma Communications.
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