Media Week can reveal that ZenithOptimedia Group, comprising media agencies ZenithOptimedia and Zed, won the business after a final shoot-out against Omnicom’s PHD.
BGL kicked off a media review in September, originally shortlisting ZenithOptimedia Group, PHD, MindShare, Carat and incumbent MediaVest Manchester, which has held the account for the past five years.
It then drew up a final shortlist of two agencies: ZenithOptimedia Group and PHD.
ZenithOptimedia Group declined to comment when contacted by Media Week.
BGL Group's brands include comparethemarket.com, Budget Insurance, Dial Direct, motorbike insurance specialist Bennetts and carbon neutral car insurance brand ibuyeco.
Earlier this year Comparethemarket.com signed a £5m sponsorship deal with Channel 4 for the broadcaster's drama programming.
VCCP produced a series of over 40 idents for the sponsorship, focusing on the site's car insurance service to run across shows including 'Studio 60', 'Shameless' and 'Brothers and Sisters'.
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