Confused.com appoints Karmarama to ad account

Confused.com has awarded its £40 million ad account to Karmarama after a competitive pitch.

Confused.com's 'dance, Brian, dance' ad by Publicis London
Confused.com's 'dance, Brian, dance' ad by Publicis London

Karmarama has won the account after a three-way pitch that included Wieden & Kennedy and TBWA. Bartle Bogle Hegarty was asked to pitch at an earlier stage but pulled out of the review in January

The incumbent, Publicis London, did not repitch for the account, which Confused.com said is worth £40 million.

Confused.com described Karmarama as a "wild-card entry" in the pitch process, which began earlier this year, despite having previously referred to TBWA as the "wild card".

The review followed the arrival of a new chief marketing officer, Paul Troy, who created the "you’re so Moneysupermarket" campaign with Mother when at the brand from 2011 to 2013. 

Troy said: "These are exciting times for Confused.com and this is just the start of a wave of new activity planned for this year to re-energise our brand and drive market share growth.

"We have big plans for Confused.com and Karmarama are a great creative partner to help us realise that ambition."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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