Go back to site

News

Press Release

comparethemarket.com To Review Advertising Agency Arrangements

Immediate release: 23 September 2008

Price comparison site comparethemarket.com today confirmed that it is to undertake a creative agency review, aided by AAR.

comparethemarket.com appointed incumbent agency VCCP in March 2007, and the agency has been responsible for the distinctive blue/green visual identity which has been used in the company's advertising and Channel 4 sponsorship activity. Creative use of outdoor, radio and press advertising as well as a major TV campaign have driven millions of consumers to search for their car insurance with comparethemarket.com since launch. Brand awareness has more than doubled within 12 months.

VCCP have been invited to participate in the pitch process.

The review has been launched to enable comparethemarket.com to examine its creative options in an increasingly competitive environment. The brand has an annual marketing budget of more than £20 million.

comparethemarket.com's marketing strategy takes a multi-media approach, focused on consumer brand-building both online and offline. Since June 2007, the brand has sponsored Channel 4 Drama.

comparethemarket.com's relationship with its media agency ZenithOptimedia will be unaffected by the review and consumer PR will continue to be managed by Cohn & Wolfe.

Mark Vile, Marketing Director for comparethemarket.com, said: "The price comparison space was highly competitive last year, and has become even more so in recent months. Under these conditions the right marketing strategy is absolutely vital to success. comparethemarket.com is one of the original price comparison sites and a key player in the market. VCCP have done a superb job in helping us establish an extremely strong brand, but we feel that it is an opportune time for us to examine our options in terms of taking our creative approach to the next level."