The 'Comparethemeerkat' activity has worked well to differentiate the brand. How do you come up with new marketing ideas?
It's a collaborative process. On this campaign we knew what the creative needed to achieve; VCCP, our agency, came up with the meerkat idea.
What are the perks of the job?
Working in a great team, in a fast-moving sector, for a company that's not afraid to be innovative with its approach to marketing.
Describe the marketing team in three words.
Entrepreneurial, driven, fun.
What is the main marketing challenge you face?
In the price-comparison sector, all the top players have huge advertising budgets. Our biggest challenge is to ensure our campaigns are as effective as possible.
Is there a dress code?
We're part of a group that has a fairly formal dress code, but Fridays are dress-down.
Does the marketing team socialise outside work?
We definitely have a 'work hard, play hard' philosophy. The team is infamous among our agencies for being sociable and having an impressive repertoire of party tricks.
What is the company like for training and career progression?
Very good. A lot of senior people in the company have been promoted from within, and there's a strong emphasis on internal and external training to help people progress.
What about the salary and benefits package?
For a company based in Peterborough, the salaries are pretty decent - on a par with a lot of London-based firms. The benefits are good too.
Are there any downsides?
The rate of change within the price-comparison market is fast and, as a company, we're very driven, so at times the pace can seem relentless.
Is there anything particularly interesting about the inside of your office, in terms of props?
We expect the office will soon be full of cuddly meerkats, in response to popular demand.
Company facts
- Comparethemarket.com is based at Pegasus House, Bakewell Road, Peterborough, PE2 6YS.
- The brand is part of the BGL Group. The group employs 2270 people, six of whom work on marketing for Comparethemarket.com.
- Comparethemarket.com is one of the top four price-comparison websites.
- The BGL Group’s total annual spend on marketing is between £20m and £30m.
- Turnover is £598m.
- Peter Winslow is group chief executive; Mark Vile, Louise Marshall and Nicola Woods are Comparethemarket.com’s top marketers.