Efficient Frontier lands lucrative account double

by Ann-Marie Corvin, Media Week 03-Jul-08, 14:35

LONDON - Price comparison site moneysupermarket.com and sister site travelsupermarket.com have moved their lucrative search accounts to Efficient Frontier, after less than a year of being with The Search Works.

The affiliate claims the decision to move to Efficient Frontier was based on its superior technology and experienced account development team.

Alan Harding, head of search at moneysupermarket.com, said: "After a very thorough examination of search engine marketing businesses, we have chosen Efficient Frontier to work with our in-house team of search professionals. Its technology and expertise will help us manage our complex search campaigns, which span many different industries."

The affiliate has changed agencies several times during the past two years including four times in 2006, sparking accusations, which the company denies, that it did so to exploit Google's best practice funding (BPF) scheme.

The scheme, which rewarded the top 10% of third parties whose relative growth exceeded 5% with a "kicker" rebate, had been criticised by agencies for incentivising clients to switch agencies regularly to trigger growth.

The scheme, however, was terminated at the end of 2007.