The agency won the account following a three-way pitch run by the AAR. The intermediary had a longlist of eight agencies before allowing three to go through the final pitch stage.
There was no incumbent on the account, though some digital work was handled by Comparethemarket's ad agency, VCCP.
LBi will be responsible for overhauling the site, which features the brand’s renowned meerkat mascot Aleksandr Orlov, created by VCCP.
LBi managing director Anil Pillai said: "We are hugely excited about working with such a well-known household name who are not afraid to push boundaries and innovate within the category. Winning the pitch was the result of several months of work spanning the breadth of agency, fusing our creative and technology skills to answer a challenging brief."
Comparethemarket.com marketing director Mark Vile commented: "The competition for our business was very strong. LBi demonstrated the perfect mix of creativity, ideas and rigour to help us on the next step of our development to be the best in our category."