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.