You're so Money Supermarket

Director of consumer marketing Troy left the company at the end of 2012. He will not be directly replaced, according to a spokeswoman for Moneysupermarket. However, former Innocent and Mars Petcare marketing director Gareth Helm has been appointed to the newly created role of brand director with a broader brief to focus on brand building.

He will report to marketing director Kenny Jacobs, who joined from Tesco in December.

It is not known if Troy has a job to go to. He joined Moneysupermarket in January 2011 from Barclaycard where he oversaw advertising strategy. He has also held senior marketing positions at BSkyB, Lloyds TSB and Cadbury.

At Moneysupermarket, Troy overhauled its advertising, dropping the brand character played by comedian Omid Djalili and introducing a new strapline “You’re so MoneySupermarket” and message portraying the joy the site can bring to ordinary people.

The move was an attempt to differentiate in the highly competitive price comparison market where advertising is dominated by brand characters such as Comparethemarket’s Meerkats and GoCompare’s Gio Compario.