Tess Wilkinson-Ryan outed us in Creativity Magazine back in 2001.

"Dabitch is back"

... and Åsk Wäppling, an Art Director by day and maverick industry commentator by night. Wäppling is the mistress and founder of ad-rag.com, a web destination for industry news, gossip and rants; her online persona is called "Dabitch". The site is very popular with ad insiders, despite (or thanks to) its many caustic comments.