appoints Directgov’s Hoban as its first CMO has appointed Directgov marketer Mike Hoban as it looks to stand out in the fiercely competitive price comparison sector.

Mike Hoban
Mike Hoban

Hoban will be’s first chief marketing officer and joins on 1 July from Directgov, where he holds the position of director of communications and engagement. started its search for a CMO in February. According to chief executive Carlton Hood, the move was to help the brand achieve its growth ambitions.

The search followed the success of rival’s “Comparethemeerkat” campaign. The activity, which launched over a year ago, has boosted market share, traffic and sales for the company and prompted others in the sector to review their marketing campaigns.’s latest work featured people regretfully recalling what they could have bought if they had saved money on insurance using

Rival GoCompare launched its own character-led campaign starring the opera-singing Gio Compario last autumn.

Hoban will work with Beattie McGuinness Bungay after the agency was appointed to handle advertising in October. PHD handles media planning and buying for the price comparison site.

Hoban leaves Directgov after only 18 months in the job. He oversaw a new year campaign starring Kelly Brook, Suggs and Helen Mirren.

It is not known if he will be replaced. Earlier this week, the coalition government froze civil service recruitment as one of several measures aimed at reducing the deficit.

Prior to Directgov, Hoban was customer and brand marketing director at Scottish Widows. He has also previously held senior marketing positions at British Airways and Scottish & Newcastle.

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