Price-comparison site GoCompare has handed its media planning and buying duties to Hearts & Science, as it moves towards a more data-led marketing approach.
The appointment of the Omnicom-owned media agency will see it take over duties from Dentsu Aegis' Carat which had held the account since 2011. This is the first appointment for chief marketing officer ZoeHarris, who joined from media owner Reach in June.
The appointment falls in line with comments made during GoCompare’s interim results in July, when chief executive Matthew Crummack said it was introducing a more insight-led marketing approach to improve the efficiency of spend on key areas.
“In the first half of this year, we've considered different approaches to marketing, aimed at reaching the right people, at the right time, and driving preference for our brand,” he explained.
“Rather than spending more money in the same way with the same search engine operators and advertisers, we've been applying more science to the way we allocate marketing budget. We continue to build our own in-house media planning competencies. We have also identified and tested improved ways of talking to our extensive customer base. We ran our first large-scale print advertising campaign with The Sun, an extensive out-of-home campaign across the Transport for London network and tested messages across regional print and digital titles.”
Carat told The Drum that it chose not to repitch for the business.
"We can confirm that Carat no longer handles media planning and buying for GoCompare after eight successful years working together. This follows our decision to decline to participate in GoCompare’s recent review of its media requirements. We wish them well with their new agency,” commented a spokesperson for Carat.
On her appointment earlier this year, Harris said: “GoCompare is a company with a clear purpose, a driven team and exciting plans for the future, so suffice it to say I’m really looking forward to playing my part in helping the group realise its ambitions."
A spokesperson for GoCompare confirmed to The Drum that it was in 'advanced talks' the Hearts & Science to take on the account.
In October, GoCompare launched a new service called weflip, a system that would automatically switch people between energy providers to help them received better deals.