Mr iSelect under threat as website makes the switch from AJF to Leo Burnett Melbourne
iSelect has handed Leo Burnett Melbourne its creative account following a competitive pitch which incumbents of five years AJF Partnership did not participate in.
The news could also see the insurance comparison site preparing to drop its long-running brand mascot Mr iSelect as it continues to battle other aggregators including Comparethemarket.com.au.
The company has made the switch, which also sees CHE Proximity dropped as its digital agency, six months after its top marketer Geraldine Davys departed for a new role at Holden. She has not yet been permanently replaced.
Leo Burnett will take control of all marketing strategy for the brand, which picked Maxus as its media agency last December.
“We are delighted to appoint the Leo Burnett team to the iSelect account which will support our strategic agenda of broadening our consumer proposition and enhancing customer loyalty over the medium-to-long term,” said Natalie Ellisdon, iSelect interim marketing director.
“While our previous above-the-line creative agency, AJF Partnership, did not participate in the competitive pitch process, we sincerely thank them for their sound counsel, insights and hard work over many years that helped drive the iSelect brand to where it is today.”
“We also thank our outgoing digital agency, CHE Proximity, for helping to enhance our digital capability. We wish both agencies all the best for the future,” said Ms Ellisdon.
Asked about the future of Mr iSelect, played by comedian Jason Geare, a spokesman for the company said: “We’re not in a position to comment on future campaigns at this point in time.”
At Mumbrella’s Meet the Marketers event last year Davys admitted she was considering dropping the character, but had instead repositioned him to become the butt of jokes instead of poking fun at other people.
Alex Hayes
What an absolute shame – Mr Iselect was the best TVC advertising I’ve seen in years. the shift could have been driven by poor business results, probably due to a poor business model, not these comms
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… doesn’t go back in the tube once it’s out.
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“The company has made the switch, which also sees CHE Proximity dropped as its digital agency, six months after its top marketer Geraldine Davys departed for a new role at Holden. She has not yet been permanently replaced.”
This explains the spasmodic, disjointed humourless work of late.
All of the facts, none of the flavour.
Hospital handpass for Leos.
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