Compare the Market makes ‘directional shift’ in first campaign from CMO Jenny Williams
Compare the Market has launched its first Australian campaign under new CMO Jenny Williams, which she said signifies a “directional shift”.
Williams – who joined the comparison website in January – told Mumbrella the campaign aims to bring the face of the company, the meerkats, closer to the brand.
Waffle …
Meerkats & Comparison? Bring them closer together…how…why???
Russian Meerkats of all things…why….Meerkats are an African animal..the whole compare the market GTM strategy is confusing!!
Clumsy piece of comms it is too. 60 seconds of strategic drivel — compare the market was a very simple proposition. This is overwrought in every way.
Why screw something so simple up, when iSelect was in the process of handing them market share through its own Royal f**kup. Doing nothing would have been more successful than doing this.
Let’s bring together some likeable critters ie. Meerkats, & give them thoroughly unlikeable Russian personalities & annoying accents. That should work. It remains a mystery to me how it still continues.