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Modern Marketing Media Planning and Buying TV Talks Podcast

TV Talks Podcast: Inside Go Compare's love/hate relationship with mascot Gio Compario

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By John McCarthy | Media editor

May 23, 2022 | 3 min read

As part of The Drum’s ramped-up TV coverage, media editor John McCarthy and TV reporter Hannah Bowler have launched a podcast series, TV Talks. This week John asks the existential questions of Go Compare mascot Gio Compario.

TV Talks

TV Talks Podcast: Inside Go Compare's love/hate relationship with mascot Gio Compario

In 2015, Gio Compario took the top spot in the UK's "most annoying ads" - since then, the brand has assassinated the mascot (much to the chagrin of haters) and since brought him back with actor Wynne Evans who plays the opera singer serving as a likable foil. Go Compare's director of brand and campaigns Paul Rogers talked The Drum through the evolution of its famous mascot Gio Compario.

Rogers was joined by media agency partner Garrett O'Reilly, chief executive of Hearts & Science, to learn how smart buys and sponsorships are helping to forge these positive opinions.

Listen here.

During the podcast, John reckoned with the fact that he now likes Gio - and the Go Compare team reveals... that is no accident. Rogers is very happy with Gio and the results of the latest campaign which included an interactive quiz sponsorship of Family Fortunes.

Last week Hannah explored the growing use of QR codes in TV ads, the discussion revealed - you're going to be seeing a lot more soon. You can listen here.

Check out the Future of TV hub and subscribe to the newsletter here.

Modern Marketing Media Planning and Buying TV Talks Podcast

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