Mark Vile is responsible for one of the most covetable advertising characters of recent years after spearheading Comparethemarket.com’s Comparethemeerkat campaign. Adverts featuring Alexsandr and his family have now become destination viewing, no small feat in these time-shifting, ad-avoiding times. In addition to its sponsorship of Coronation Street, Vile has used the Meerkat brand to reach into other markets with the recent launch of Meerkat Movies, which replaces the longstanding Orange Wednesdays two-for-one cinema ticket offer, extending the deal to include Tuesdays too. To access the offer, customers have to download the app, a clever strategy as brand loyalty in the comparison sector is very low.
Best advice: "Our advertising tries to reach as many people as possible. Once we have that relationship with the customer, we try to understand them better so they come back and use us for more products."