The wide-ranging retained account, which is believed to be worth more than £300,000, has moved from Good Relations without a pitch.
Good Relations is thought to have held the account for three years and worked on campaigns most recognisably involving meerkat mascot Aleksandr Orlov, who was introduced in January 2009.
The shift comes as the company also reviews its CRM account, with incumbent Havas EHS invited to repitch.
Mark Vile, marketing director, Comparethemarket.com, said: ‘We have appointed Freud as our retained communications agency with an extensive brief. We were looking for a strategic comms partner and Freud brings us not just best in class reputation counsel and execution, but a blend of expertise in sponsorship, corporate affairs and CSR platforms, and consumer insight-led campaigns.’
The marketing campaign and comms work on Orlov has helped the comparison site, an offshoot of BGL, more than double its 2008 value of £43m.
However, industry experts pointed to the comms challenge of helping the company beyond the appeal of the meerkat mascot, which has more than 60,000 followers on Twitter.
‘It's a tough beat, because although the meerkat is a fantastic idea, it has a shelf life,’ one agency figure said.