Directgov's Mike Hoban to join Confused.com as CMO

LONDON - Confused.com has hired Directgov marketer Mike Hoban to be its first chief marketing officer.

Directgov: Mike Hogan moving to Confused.com
Directgov: Mike Hogan moving to Confused.com

Hoban, who joined the government information portal in January 2009, is to join Confused.com on 1 July with the brief of taking market share from rivals like Comparethemarket.com and Moneysupermarket.com.

While at Directgov, Hoban was responsible for the relaunch of the service, hiring design agency Thompson Brand Partners to revamp its visual identity.

He also oversaw the launch of a celebrity-laden ad campaign, starring Helen Mirren, Kelly Brook and Suggs, positioning Directgov as the 'nation's official website'. The campaign was created by MCBD.

Prior to joining Directgov, Hoban operated as marketing director at Lloyds Banking Group-owned insurance business Scottish Widows, as well as marketing positions at British Airways and Scottish & Newcastle.

Earlier this week, the new coalition government revealed plans to reduce COI adspend by £160m as part of wider plans to cut public spending by £6.2bn.

In October, Confused.com hired Beattie McGuinness Bungay (BMB) to its £25m advertising account.