Comparethemarket calls UK media pitch

Campaign 28 Jun 2021 09:11

Comparethemarket has called a pitch of its UK planning and buying account, putting WPP’s Wavemarker on alert.

Mark Vile, chief marketing officer at Comparethemarket, is running the review with AAR’s assistance.

Comparethemarket ended its sponsorship of ITV’s Coronation Street in late 2020 after eight years. When it first signed up to sponsor the long-running soap the deal was estimated to be worth £10m a year and described as the biggest of its kind in the industry.

In May 2020 Wavemaker brought the three remaining members of Take That and Robbie Williams together with the Meerkat characters for a virtual concert to “lift the nation’s spirits” amid the Covid pandemic. 

The review does not affect Comparethemarket’s other agencies, including VCCP on advertising and Havas Helia on CRM.

Wavemaker's predecessor, MEC, won the business after Comparethemarket’s parent BGL Group held a European pitch in 2014. At the time, the UK portion of the account was estimated to be worth £60m a year.

Comparethemarket appointed VCCP in March 2007 and retained the agency the following year, after which it created the long-standing (and successful) meerkat characters. .

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