Casting dispertions on something that's yet to run is pretty brutal. It seems that any new provider embarking on a new strategy and campaign gets a kicking before its even kicked-off... So we think the lessons here are simple:
1. Don't try to compete on humour/irreverence
2. Do focus instead on more rational RTB - to create competitive POD
3. Don't launch a brand character
4. Do pitch it as an evolutionary strategy (not a knee-jerk act of desperation)
Full article at: http://www.brandrepublic.com/DMDaily/News/927523/GoCompare-creates-opera-singer-Comparethemarkets-meerkat/?DCMP=EMC-DMDailyBulletin
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