Good Relations won a three-way shoot-out for the brief in a pitch process overseen by the AAR. Frank PR was previously the incumbent, but it did not repitch for the work as the brief evolved to include corporate brand reputation and financial services aspects, as well as consumer PR.
Marketing director Mark Vile noted: 'We wanted to up-weight our media coverage to tell our business story, as well as consumer story.'
Immediate plans around the much-celebrated meerkat Aleksandr is the launch of his autobiography later this year.
The ad campaign, spoofing a website named Comparethemeerkat.com, was created by Good Relations'
fellow Chime Communications-owned ad agency VCCP.
Good Relations CEO Teresa Anne Dunleavy said: 'Comparethemarket.com is the success story of the decade in this sector and helping to build on that success with Aleksandr is going be a lot of fun and a great opportunity.'