Moneysupermarket hires Barclaycard ad head Paul Troy
Moneysupermarket.com has appointed Barclaycard’s advertising head Paul Troy as it prepares a major marketing push to increase its share of the fiercely competitive price comparison sector.
Troy has taken on the newly created director of consumer marketing role and will report directly to director of marketing David Osborne.
The site is looking to consolidate its position as the most visited price comparison site in the UK. According to Experian Hitwise, it had a 53% share of all visits to sites in the sector in December, ahead of rivals Gocompare, Confused.com and Comparethemarket.com.
It advertised heavily in 2010 with spots starring comedian Omid Djalili and looks set to maintain spend this year following the recently launched ad starring former Deputy Prime Minister John Prescott and sponsorship of ITV1’s Britain’s Got Talent.
Troy was four years at Barclaycard, most recently as global head of advertising and content. He was said to have overseen development of the recent “Waterslide” and “Rollercoaster” ads.
He has not yet been replaced at the payment services brand with global brand director Gary Twelvetree likely to fill in on an interim basis.
Prior to Barclaycard, Troy had stints at BSkyB, as head of communications and at Lloyds TSB, where he led on brand and communications.
