Comparethemarket splits DM account

compare-the-meerkat-_82253a-300x187Price comparison site Comparethemarket.com has divided up its CRM business, handing the creative side of the account to Lida and the customer data account to Rapp.
The pitch, handled by AAR, was called in May and also included incumbent Havas EHS and Kitcatt Nohr Digitas.
The win is the second major gain for Lida in as many months after the agency picked up the Land Rover CRM account in August.
Lida will be in charge of all customer marketing, while Rapp’s data division – previously Identex – will manage all the data to support the communications strategy. Albion was appointed as the brand’s customer experience agency in April.
Comparethemarket has also recently implemented a new database system, MongoDB, developed and supported by10gen, designed to improve the customer experience of its home insurance offering.
The system works by collecting customer details and then securely sending them to a number of different insurers. Once the insurers’ systems reply, Comparethemarket.com can aggregate and display prices for consumers.
Comparethemarket.com was set up in 2006, introducing the meerkat character – and sister site Comparethemeerkat.com – in 2009. Created by VCCP and voiced by actor Simon Greenall, the character has won numerous industry awards and even had a book published in 2010.
Other merchandise has also been created in tandem with the ongoing campaign, and, since July 2011, any customer purchasing car, home or pet insurance receives a cuddly meerkat toy.

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