Price comparison site Confused.com has appointed Farm to handle its £25m advertising account. The agency won the account without a pitch.
Farm, which is the company’s first retained advertising agency, is briefed to build on Confused.com’s positioning as the original price comparison website, and to expand the brand beyond car insurance.
The company, which spent £16m on UK media last year, will increase its ad spend to £25m. It wants to differentiate itself from competitor sites, such as USwitch, in a crowded market.
Rival USwitch recently appointed Adam & Eve to handle its advertising account, after Miles Calcraft Briginshaw Duffy resigned the account earlier this year. The price comparison site is now reviewing its “U Gotta Switch” strapline. MCBD created the gospel themed ads and strapline after winning the business in 2006.
Confused.com launched nine years ago and historically produces advertising in house.