Comparethemarket.com has appointed ZenithOptimedia to handle its £20m media planning and buying account. The account was previously held by Mediavest Manchester.
The price comparision site, owned by BGL Group, conducted the review through the AAR. The site’s marketing director Mark Vile, who led the review, says the brand operates in a “hugely competitive” marketplace.led
He adds: “Comparethemarket.com is one of the original price comparison sites and is one of the key players in the market. There’s a huge opportunity for us.”
He says the brand’s marketing strategy is focused on consumer brand-building both on and offline. It has sponsored Channel 4 Drama since June.
Comparethemarket.com was launched in 2006 as a motor insurance comparison site.