Comparethemarket calls media and digital pitch

Comparethemarket.com, the brand made famous by its Russian meerkat spokesman, is reviewing its £14 million UK media account and its digital creative business.

Comparethemarket... media review
Comparethemarket... media review
ZenithOptimedia handles the media account, having won the business as part of its capture of the wider BGL account in November 2007.

Media agencies were contacted this week ahead of a pitch. Sources suggested that while Comparethemarket is happy with its current agency, its due diligence processes involve reviewing the business every three years.

The price-comparison site, owned by BGL Group, is also looking for a digital agency to build Comparethemarket’s online marketing activity and redesign its website. The AAR is overseeing both processes.

Comparethemarket spends £14 million on above-the-line advertising, according to Nielsen, but its total marketing spend, including areas such as search and sponsorship, is thought to be closer to £30 million.

VCCP, which creates the award-winning meerkat TV commercials for Compare­themarket, is unaffected by the review.

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