The firm, which launched its first TV campaign earlier in the year, appointed Starcom Direct. The agency will handle planning and buying across all media, including online, TV, press and outdoor. It takes over from Squires Robertson Gill on 1 July.
Barry Holloway, marketing director of uSwitch, said its ad strategy after the appointment would focus on driving users to its site (www.uswitch.com).
"We are pursuing very much a direct-response strategy. We're of the view that the best way to build trust in the brand is to get people to interact with what we do," he said. "Starcom demonstrated an understanding of our business. It will help us to develop the right strategy to attract a rational, upmarket audience of potential switchers to the uSwitch.com web site."
Holloway said the brand's TV push was also under review. The ads were due to run for a year.
Andrew Smith, executive director of Starcom Direct, said: "As consumers become more sophisticated and demand more value, we believe uswitch.com is ideally positioned to deliver real consumer benefits."
USwitch relaunched its local information web site, UpMy Street.com, last month (Revolution, April, p22).
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