All Response Media wins £8m Beatthatquote.com account

LONDON - Financial services price comparison website Beatthatquote.com has awarded All Response Media its £8m media account, following a competitive pitch involving two other media and creative agencies.

The above-the-line consumer launch will be executed solely by All Response Media, which has handled the site's pay-per-click account for more than six months.

Colin Gillespie, managing director of All Response Media, said that Beatthatquote.com aims to lure consumers from rival website Moneysupermarket.com, which offers a similar online comparison service on mortgages, credit cards, loans, home and car insurance, annuities and investments.

He added that All Response Media aimed to make Beatthatquote.com a more "proactive and intuitive proposition". The drive will kick off across television by the third quarter of this year and will combine both direct response and brand-building activity. Other channels will be added later.

Gillespie said: "There will be a mix of terrestrial and multichannel marketing, across daytime TV and cable and satellite TV. Television will be the mainstay, but depending on how the return on investment goes, we'll add more channels."

Housing the search and TV activity under one roof, with the agency already handling pay-per-click for Beatthatquote.com, will strengthen the marketing push, Gillespie said.

He added: "There is one agency for buying across both TV and search, which means we can optimise the search strategy in line with TV. To have it under one intellectual property is an advantage."

Gillespie said that whereas Moneysupermarket.com has tended to run brand-oriented campaigns, Beatthatquote.com was looking more to gain brand response, in addition to raising general awareness.

"This is an example of a pure-play internet company, which traditionally is concerned with awareness, using a direct response agency, and this deal is all about direct response and return on investment," he said.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Bombay Sapphire has launched the second year of its 'Imagination Series' of five sponsored short films, after one from last year's series won a Bafta for Gravity Road in January.

Share
Outdoor Campaign of the Month: Just Eat
[Sponsored feature]
Share
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.

Share

Get news by email