One firm has already dropped out of competing for the brief, complaining that the campaign would not be able to make use of the site's mascot.
The agency also complained that the brief was too short and did not include a budget, and that the brand declined to provide a telephone briefing to answer questions.
The digital and social media brief, which has been leaked to PRWeek, states that GoCompare.com has 'very limited' presence on social media platforms as a brand, but emphasises that this has improved over the past year.
Agencies have been asked to increase the positive sentiment towards the brand and develop web pages likely to go viral.
But, in reference to Gio Compario, it stated: 'We will be looking to the agency to come up with ideas for GoCompare.com as a brand and not as a character.'
A spokesman for GoCompare said: ‘We briefed the agencies in such a way as to encourage new thinking which was unconstrained by existing campaigns or budget and I’m pleased to say that we’ve had a very good response from most of the agencies we’ve been speaking to.’