Zoopla appoints Lucky Generals
Like many clients, Zoopla operates in a highly competitive market. It had been the original sector disruptor, but in recent years had been overtaken by Rightmove who had become the clear brand of choice for people considering moving house.
The pitching agencies were invited to come up with a creative platform that could not only challenge Rightmove, but eventually overtake them to regain market leadership.
The Zoopla marketing team was very keen to ensure that the appointed agency would become an extension of their own team and were consequently happy to invest as much time as possible in getting to know their potential partners.
The review was a great example of using the pitch process to choose the agency to work with and not simply to find the work to run, with Lucky Generals emerging as their preferred partner.
Commenting on the review, Zoopla’s Head of Consumer Marketing, Richard Houston, said:
“Martin was a great advisor for us. He’s gets the industry and is not afraid to push you if he disagrees. He helped us build out a really relevant list of agencies based on our criteria. We felt AAR brought some useful rigour and structure to the process, both in terms of shortlisting and reviewing commercial proposals. Kit was super helpful in coordinating everything. Would certainly recommend.”