Price comparison website, Compare the Market, is one of the latest brands to flex its in-house agency model launching a new campaign this week.
The campaign, created by Compare the Market’s in-house agency, led by chief marketing officer Andrew Holt, sees the brand’s iconic meerkats team up with property expert and host of Selling Houses Australia, Andrew Winter.
It comes as Australia’s in-house agency model booms, with over three-quarters of Australian marketers working with an in-house agency, according to the second In-House Agency Landscape Report, created by the In-House Agency Council (IHAC) and Kantar.
As of November last year, IHAC research revealed 78% of marketers using a hybrid model of both in-house and external agencies and almost all marketers (93%) claimed in-housing has a “positive effect” on the bottom line.
Earlier this month, further research from IHAC and Kantar revealed that Australia had overtaken mainland Europe in percentage of businesses with an in-house agency.
The ‘Home Loan Heaven’ campaign leveraged Winter’s expertise and charisma, seeking to simplify and demystify the often daunting task of securing a home loan as it introduces its new home loan service.
Winter said, “I’ve been doing property for decades, and it’s not often someone comes in and completely changes the game.
“We all know refinancing could save us thousands, but too often, the thought of admin and paperwork scares people off. That’s why I’m so thrilled to be part of Compare the Market’s mission, to make applying for a home loan divine.”
Holt added, “We’re digital-first with a human touch to ensure your most important asset is handled with the utmost care. Our new integrated campaign for Home Loan Heaven heralds a place beyond compare.”
The integrated campaign for Home Loan Heaven is live across commercial television, including BVOD, as well as audio, out-of-home and digital display.
Chief marketing officer: Andrew Holt
General manager of brand: Michael Goodhew
Brand and campaign managers: Carolina Perez Rebolledo, India Williams and Matt Brown
Campaign coordinator: Amber Hagan
Campaign design: Janice Yeung and Laura Barton
Director UK: Dave Scanlon
Director Australia: Grantley Smith
Producer UK: Steve Riley
Producer AU: Kate Goodwin
Transmission Pictures: Fiona McGregor, Nick Wolff
Creative director: Paul Sharp
Producer: Paul Friedmann
Account director: Sann Mehta