PHD poised for £25m Confused.com brief

LONDON - Confused.com is set to appoint PHD to handle its £25 million media planning and buying account.

Confused.com...set to appoint PHD on media account
Confused.com...set to appoint PHD on media account

PHD is in final negotiations with the insurance price-comparison service following a pitch process involving the ?incumbent, McCutcheon Norveil Consultancy, and at least one other media agency.

Confused.com, which recently appointed the ad agency Farm to handle its creative business, said last year that it is planning to increase its adspend from £16 million to £25 million as it seeks to differentiate itself in the crowded price-comparison market.

It has developed, through Farm, a character called Confucius, which will feature in its future advertising campaigns, and it is hoping that new activity will help it to stand out against rivals such as Comparethemarket.com, which has increased its profile with its "compare the meerkat" advertising activity.

Admiral Group, the owner of Confused.com, is holding ?a separate pitch for the £7 million media account for insurance brands including Elephant.co.uk, Admiral and Diamond.

A Confused.com spokeswoman denied that an appointment had been made.

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