The account moves from EHS Brann Cirencester, which has handled the account since August, during which time it produced a TV campaign for the company. The agency repitched for the account.
TBWA\Manchester will handle direct marketing as well as all other through-the-line communications.
Nicholas Hall, head of marketing for Gocompare.com, said: "The market is becoming increasingly competitive and we believe that we have selected a communications partner that will enable us to reinforce our market position -- helping our customers find the best insurance cover for their requirements, and at the best price.''
Launched in November 2006, Gocompare.com was the first comparison site to focus on displaying the product features of an insurance policy, rather than just listing prices. It has also developed a five star rating system.
Robert Harwood-Matthews, chief executive of TBWA\Manchester, said: "Gocompare.com is without a doubt the best in class and we're proud to be working with them. There was a natural chemistry between us and mutual sense of ambition."
Media planning and buying duties, which are handled by Mediaedge:cia, are unaffected by the appointment.