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Confused.com Performance Marketing Account Review

Confused.com to review advertising account

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By Seb Joseph, News editor

December 18, 2015 | 3 min read

Confused.com will review its advertising account, making good on its pledge to shake-up the brand following the arrival of a new chief marketing officer Paul Troy last month.

Troy will lead the review, which begins in January, and includes a £25m TV budget. It is understood that Publicis London won't be repitching for the account. Further details of the request for proposal (RFP) will be revealed next week.

Troy said the reason for the review was to revaluate the price comparison site’s place in a highly commoditised market. The marketer has had a similar brief before, when he was at MoneySuperMarket – between 2011 and 2013 – and created the ‘You’re so money supermarket’ campaign with agency Mother.

“Confused.com is operating in a highly competitive category, where only the best will do,” added Troy.

“We have a big strategic and creative challenge ahead of us which we are ready to take on. We have ambitions to re-energise our brand and drive share growth ahead of the category. That’s why we want to make sure we have the very best creative partner and campaign to win in 2016.”

He joined the price comparison site last month, when he vowed to “disrupt” the market in 2016 and move it to the next level.

Of the appointment, Confused.com’s chief executive Martin Coriat said: “Paul has a strong reputation in his field, and his wealth of experience and expertise in the sector will help Confused.com to further strengthen its position and drive growth for the brand in a competitive market. Paul is very enthusiastic about taking on this new role, and I very much look forward to welcoming him to the Confused.com team.”

The need for change is emblematic of how much the sector has changed the way people buy insurance and other cars over the last decade, but this sector is now starting to mature, accentuating the need for businesses to expand into other areas.

Confused.com Performance Marketing Account Review

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