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Holden’s top marketer departs to return to iSelect role

Geraldine Davys is returning to the top marketing role at iSelect less than 18 months after leaving the job to become chief marketing officer at carmaker Holden.

Returning to iSelect: Davys

Returning to iSelect: Davys

The move comes as part of the price comparison service’s surge to renew its executive team, as the company looks to rebuild its share price which crashed dramatically at the end of last year.

In the time Davys has been away Natalie Ellisdon took on marketing director duties, but departed last October, taking a role at Australian Unity in March, with Emily Haydon taking the role of senior marketing director from January.

The company has also switched creative agencies from AJF Partnership, which declined to take part in a pitch, to Leo Burnett Melbourne, which has recently launched a new brand campaign ditching the Mr iSelect character in favour of a new brand positioning ‘Always get it right’.

Davys said in a statement: “iSelect’s marketing team, with the support of creative agency Leo Burnett, have done an incredible job of completely repositioning the iSelect brand over the past year or so.

“The ‘Always Get it Right’ platform has shifted the focus away from health insurance, without losing the humor-based history of the brand, and I’m excited to drive the next phase of our brand evolution.”

“We are thrilled to have been able to bring Geraldine back to iSelect. Her intimate knowledge of iSelect and her impressive marketing expertise positions her perfectly to hit the ground running,” iSelect CEO Scott Wilson said.

“Geraldine rejoins iSelect at an extremely exciting time for the business. Our new brand platform ‘Always Get it Right’ is strongly resonating with audiences, with both awareness and purchase intent trending positively.”

Holden has been approached for comment.

 

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