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One area of business where advertising really does make a difference is price comparison websites and the writing has been on the wall for Gocompare.com’s new agency Dare pretty well since it won the account from freelance creative duo Chris Wilkins and Sian Vickers just over a year ago.
Wilkins and Vickers’ noisy creation Gio Compario undoubtedly raised the site’s profile (it’s 49 per cent owned by Esure but is looking to sell) but since those days the advertising from Dare has veered around like a drunken sailor. Dare’s first ad featured sports presenter Sue Barker with an RPG (no, we’re not making this up) and since then Gio has returned – only not singing but talking (he was much better singing).
This car crash clearly isn’t helping Gocompare and its sale prospects very much so the company, founded by Hayley Parsons (left with Gio) who was also one of the team behind rival insurer Admiral’s Confused.com, has been despatching the dreaded RFIs (from the incumbent’s point of view) to rival London agencies.
