USwitch parts company with MCBD in ad account review

USwitch has called a review of its £6m advertising account as it parts company with incumbent Miles Calcraft Briginshaw Duffy. It is understood that the site has already approached agencies about pitching for the business.

It is understood that the review comes after MCBD resigned the business after the website significantly reduced its advertising budget. MCBD managing director, Michael Pring, says: “We enjoyed working with u-Switch but chose to resign the account as they wanted to move to a project to project rather than retained relationship. We wish them luck with their review.”

MCBD created a series of gospel themed ads for the site, which used the strapline “U gotta switch” (pictured). The ads aimed to drive awareness of the brand and promote specific switching products, such as utilities, financial services and phones companies. They showed the choir popping up in unusual locations, such as on a bus, in their quest to convince consumers to consider switching. The campaign launched in December 2006.

The appointment followed the company’s £210m takeover by US media company EW Scripps. It owns a range of businesses including newspapers, national cable networks and TV services.