WCRS and the Cossette-owned Elvis are understood to be pitching for the business, with a result expected imminently. The successful agency will produce TV, press and poster campaigns promoting the online service, which will launch as a competitor to established comparison sites such as Gocompare.com and confused.com, later this year.
In the past, Which? has used Watson Phillips Norman to produce its TV, press and DM communications, promoting both its magazine and brand website which.co.uk. But the consumer watchdog has not produced any TV advertising since June 2006.
Its most recent TV campaign sought to reverse misconceptions that Which? just reviewed washing machines, and featured a variety of products reviewed in its magazine, such as TVs and blenders, accompanied by the Anvil Chorus from Verdi's La Traviata.