Comparethemarket.com restructures CRM

Comparethemarket.com has moved the majority of its £1.5m CRM business in-house and handed some day-to-day communications work to VCCP without a pitch.

Comparethemarket.com restructures CRM

VCCP has held Comparethemarket.com’s ad account since 2007, creating the price-comparison site’s long-running meerkat campaign. The agency will view the additional duties as a victory for its integrated model, with CRM arm VCCP me handling the activity.

The change will be a disappointment for Lida, which was handed the CRM business in 2013. Campaign understands that Lida is still working with Comparethemarket.com on a strategic level but that some email communications activity is now moving in-house and to VCCP.

Lida was behind activity to promote the brand’s Meerkat Movies two-for-one cinema ticket campaign. The latest ad about the offer, created by VCCP, stars actor Macaulay Culkin.

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