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Confused.com drops Publicis for Karmarama

Price comparison site Confused.com has appointed Karmarama to handle its creative account. The business moves from Publicis, which didn’t re-pitch. Karmarama won the account against TBWA and Wieden+Kennedy. Media spend is about £40m.

Confused’s new CMO Paul Troy, who took over from Mike Hoban, now at Morrisons, says: “These are exciting times for Confused.com and this is just the start of a wave of new activity planned for this year to re-energise our brand and drive market share growth. We have big plans for Confused.com and Karmarama are a great creative partner to help us realise that ambition.”

Publicis produced the ‘Brian the robot’ campaign, which rather divided opinion but was, at least, different.

Price comparison sites are a somewhat tarnished breed as it’s emerged that they make most of their money from their supposedly objective selections paying them to be just that. The winner in the ad marketplace seems to be ‘You’re so Moneysupermarket’ from Mother.

It’s a decent win for Karmarama which needs to show it can win and keep big accounts to help fuel its ambitions to become a viable marcoms group.

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