Mark Vile, marketing director at the website, said the brand planned to spend up to £30m over the next 12 months. 'TV is the crux of our campaign and we will be investing in spot ads as well as increasing our investment in online,' he added.
Vile said the service, which wants to boost its profile as it bids to become one of the top three price comparison websites, has a three-year brand-building strategy. The first 12 months of activity will focus on the group's core product offering of car, van, home and travel insurance comparisons.
The review, which was overseen by the AAR, marks the end of the BGL brand's long-standing relationship with MediaVest Manchester.
In addition to working on comparethemarket.com, ZenithOptimedia has picked up various briefs for other BGL Group brands, some of which it will work for on a project basis.
Comparethemarket.com recently secured partnerships with comparison websites Simplyswitch.com and Moneysavingexpert.com, as well as financial advice portal The Motley Fool. The brand has also signed up to back Channel 4's drama output.
BGL Group, which is looking to diversify, launched 'carbon-neutral' car insurance brand ibuyeco in April. According to BGL, the brand, which was supported by national advertising after its launch, is the first insurance service to completely offset drivers' CO2 emissions.
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