I-level has walked off with the media contract for Charcol Online,
the web arm of mortgage broker John Charcol.
The dedicated web media company will handle planning and buying for the
site, which can be found at www.charcolonline.co.uk.
Ed Ling, i-level media director, will oversee the account but has handed
the day-to-day running of the business to planner/buyers Shivani Gurtu,
who recently joined from Rocket, and Patrick Griffiths.
Ling said his team would run a test campaign in mid-May using
approximately 30 sites before they decided which best suited the client.
’In the absence of any hard research, we will try everything from big
search engines to niche content sites and see what works,’ he
For example, i-level might use golf and yachting sites alongside
e-tailers such as WH Smith and Tesco.
Charcol Online has outlined six target groups of consumers who are
likely to buy a mortgage on the net and grouped them under the name
’modern self-empowerers’. These include ’reassurance seekers’,
’information seekers’ and ’erratics’ such as freelance workers who may
find it difficult to secure a mortgage despite earning a relatively high
I-level is planning to buy a wide variety of advertising on the net,
from banners and buttons to e-mails.
The agency has also taken on another planner/buyer, Nick Walter from