Article first published in Campaign.

MoneySuperMarket has appointed WCRS as its new creative agency following a competitive pitch.

WCRS beat Saatchi & Saatchi, Abbott Mead Vickers BBDO and Wieden & Kennedy in the review, which the brand called in March after dumping seven-year incumbent Mother. The winning pitch team at WCRS was led by Annie Gallimore, the agency’s managing director, who was promoted from head of account management at the start of the year. AAR ran the review.

WCRS will start working on the account this month.

Darren Bentley, Marketing Director at, said: “We’re at a pivotal moment in the evolution of our business, as we seek to reinvent the price comparison category and the role we play within it. WCRS will be one of our key partners on this journey, helping us to build an even more meaningful relationship with our customers at every brand touchpoint.

“We saw an incredibly high level of creativity and commitment from all the shortlisted agencies, but WCRS stood out because we loved the way they approached bringing our purpose and culture to life and challenged us to think differently about our business. We really enjoyed getting to know the WCRS team throughout the pitch process and we’re looking forward to working together to take our brand in an exciting new direction.”

Annie Gallimore, Managing Director at WCRS said: “It’s been a pleasure to work with a client team who are hugely collaborative and massively ambitious for the creative work.  We’re delighted to win against a pitch list of this quality.”