launches ad agency review

LONDON - has embarked on a review of its advertising account, just weeks after launching its latest £14m ad campaign featuring 'Dragons' Den' entrepreneur Peter Jones as its first celebrity spokesman.

A spokesman for the price-comparison site said it had kicked off a review through the AAR, but had shortlisted an undisclosed list of three agencies for the account. 'This is not about cost-saving, it is about our strategic approach,' he added.

Moneysupermarket's current campaign, created by DCH, is set in a virtual supermarket and is intended to appeal to consumers' economic concerns.

The brand's adoption of an ambassador follows the success of meerkat character Aleksandr Orlov, the mascot of its rival,

Separately, another rival,, has shortlisted Iris, Krow, BMB and McCann Erickson for its £25m advertising account.

Last November, Farm picked up the business without a pitch and was's first retained ad agency.

It is understood that the review is being handled by Agency Assessments. has maintained a constant advertiser presence on TV, but has struggled to differentiate itself from other comparison sites.





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