Confused.com hands PHD £38m account

by Sarah Johnson, marketingmagazine.co.uk 30-Mar-09, 15:10

LONDON - Confused.com has confirmed the appointment of PHD to its £38m media planning and buying account.

The account will be led by PHD managing partner Howard Nead and head of direct, Paul Hawkey.

Confused.com recently appointed ad agency Farm to handle its creative business. It has more than doubled its marketing budget as it seeks to differentiate itself in the crowded price-comparison market.

Farm is behind the online insurer's marketing character Confucius. It will feature in future advertising campaigns. The new strategy aims to raise brand awareness and differentiate the brand from other online rivals such as Comparethemarket.com, which has increased its profile with its "compare the meerkat" advertising activity.

Admiral Group, the owner of Confused.com, is holding a separate pitch for the £7 million media account for insurance brands including Elephant.co.uk, Admiral and Diamond.

PHD's has recently won the media business from confectionary brand Green & Black's.