Christopher Catchpoole appointed Compare the Market CMO

Acting marketing chief gets the gig on a permanent basis as the comparison service rolls out latest meerkat-themed campaign

Meerkat-loving outfit, Compare the Market, has appointed acting CMO, Christopher Catchpoole, to the role permanently, after the position was left vacant when Jenny Williams left the comparison business in 2019.

Williams had been in the marketing leadership role almost 18 months when family reasons necessitated a move back to Sydney from Brisbane. Williams joined Compare the Market after leaving HCF, during which she featured on the 2016 CMO50 list.

While Catchpoole is not long in the CMO chair, he has been with Compare the Market since 2017 and was previously its general manager of digital. On his reasons for joining the business initially, Catchpoole told CMO he liked the fact Compare the Market is a well-established brand and was attracted to being “part of a growing sector within the financial services industry”. 

“On top of this, working with a brand that provides real creative license to be fun and charming in an industry that can be restrictive when it comes to marketing was certainly a huge draw card,” he said.

Despite the business’ young age, operating for almost seven years in the Australian market, it has achieved rapid growth and Catchpoole explained to CMO its eyeing off bigger things.

“The world is very much still our oyster in terms of where we go next and how we maintain the rapid growth we've experienced,” he said. “Also, while a lot of companies will talk about data, we truly have a huge amount of potential in this space having helped millions of Aussies over the past years find great insurance, banking, energy and travel products. There’s plenty of exciting prospects on the horizon.”

Catchpoole conceded the young business has many eyes on it, waiting to see what it does next and how it continued to grow. 

“The question of ‘how do we continue to grow given we've already been so successful’ can be seen as a double-edged sword. We want to always be future-focused, while still providing a great, free service for the millions of customers we’ve helped thus far,” he said.

Known for cute meerkats in its advertising, Compare the Market’s latest campaign references another cute, furry animal, but in a quite different way. It’s just launched the third and final chapter of its campaign with a ‘Hello Possums’ TV ad featuring its two meerkats, Aleksandr and Sergei, lost in the Australian outbook and in need of a ride home. Finding a ride, they are met by Dame Edna, who greets them with her famous expression “Hello Possums!” as they enter her vehicle.

Catchpoole said the mix up between possums and meerkats reinforces its overarching brand theme about the importance of comparison. 

“Dame Edna comically appears to confuse the meerkats for possums via her trademark greeting. The storyline serves to subtly remind consumers about the importance of comparison and doing their research before making any significant purchases.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

Blog Posts

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Sign in