Moneysupermarket chief’s exit is warning for Mother

I see that CMO Kenny Jacobs is leaving for pastures new, which may cause alarums at its ad agency Mother.

Jacobs, who joined from Tesco, steered the ‘You’re so Moneysupermarket’ campaign which, it’s fair to say, has failed to set the creative world alight – but, then, when was the last time any ads for price comparison sites did? Maybe VCCP’s ‘Meerkats’ campaign in its early days but that’s about it.

The point of most of these seems to be noise – although Mother has turned the volume down a bit recently.

Agencies aren’t always reviewed when a marketing boss leaves/new one is appointed but, these days, they often seem to be.

Just this week we had new B&Q marketing boss Chris Moss bringing in his old muckers at WCRS after dispensing with the services of Karmarama, Dixons’ new broom Gary Brooker moving £50m or so from M&C Saatchi to AMV/BBDO and, before that, someone or other new at Argos reviewing out of CHI & Partners. This prompted some wise words from my colleague Paul Simons (who used to work with Chris Moss, for whom he has a high regard).

Moneysupermarket may well decide to stay with Mother. But I bet the campaign changes.

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