According to https://en.wikipedia.org/wiki/John_Graham_Kerr https://en.wikipedia.org/wiki/John_Graham_Kerr, it was mostly Norman Wilkinson's personal success in

According to https://en.wikipedia.org/wiki/John_Graham_Kerr https://en.wikipedia.org/wiki/John_Graham_Kerr, it was mostly Norman Wilkinson's personal success in promoting his ideas that caused the concept to be pursued. (John Graham Kerr, the subject of that Wiki page, had made some progress in convincing Churchill to try a different dazzle scheme a few years previously. It lost favour when Churchill left that post.)