Price comparison site Moneysupermarket.com is understood to have appointed Proximity London as its first dedicated CRM agency, following a final pitch against Gyro.
The company, which previously handled the work inhouse, has just launched a new ad campaign – devised by Mother – fronted by Snoop Dogg.
The appointment coincides with the departure of chief marketing officer Kenny Jacobs; the former Tesco marketer only joined the company at the end of 2012. A successor has yet to be recruited.
Launched in October, the pitch was handled by AAR, with Havas EHS knocked out an earlier stage. Proximity will work closely with web and user experience agency Huge, which was appointed late last year.
Last month it was revealed that Moneysupermarket had also hired “ad visibility” specialist Meetricsis to address the increasing issue of online ads being served but never seen.
The agency will manage and optimise Moneysupermarket’s online display ad campaigns through a realtime dashboard, providing data on whether the ad is visible, how long it is seen for and the number of clicks. This data will be used to optimise campaigns, targeting sites with high ad visibility.
Founded in 1993 as an offline mortgage information business by entrepreneur Simon Nixon, Moneysupermarket opened its website in 1999 and was listed in 2007; then the biggest initial public offering for an Internet firm since Google in 2004.
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