By Arun Sudhaman
LONDON: Comparethemarket.com, the UK insurance comparison website made famous by a Russian meerkat, has selected Good Relations to handle its PR activity.
The decision comes after the company parted ways with five-year incumbent Frank PR earlier this year.
It is understood that the new brief, in addition to consumer PR, includes a broader focus on corporate, financial and brand reputation.
The selection of Good Relations effectively consolidates the website’s marketing communications with Chime Communications; sister agency VCCP handles Comparethemarket’s advertising.
The website’s ‘Compare the Meerkat’ marketing campaign has proved particularly successful since launching at the start of 2009. The initiative features popular Russian meerkat Aleksandr Orlov, and has forced other price comparison rivals, such as Moneysupermarket.com and Confused.com to up their marketing spend.
The development is the second high-profile account win in recent months for Good Relations, after it scooped Nintendo’s UK PR account.