Ewan Darby, Neo@Ogilvy a4uexpo Europe Barcelona 2012

2. Background
• Neo@Ogilvy management of American Express affiliate programme from
2009
• MoneySupermarket is UK's leading price comparison website
– Longstanding partner of American Express
• A strong tripartite relationship has evolved
– Weekly calls, monthly planning sessions and regular meetings with all
three parties
• Depth of relationship between MoneySupermarket and American Express
have meant numerous strategic projects tested and adopted

3. Introduction of display to drive
awareness
• Limited display spend on MoneySupermarket
– Neo suggestions for site changes meant increased media inventory
available on MoneySupermarket
• Developed dual media strategy with MoneySupermarket to drive
awareness and acquisition
• Use of analytics to understand benefits
– E2C analysis exposes the role MoneySupermarket has in the conversion
path

4. Data sharing to inform strategy
• MoneySupermarket share data on market trends and competitor
overviews
– Helps define opportunities for American Express
• Amex feedback quality of applicants to MoneySupermarket
– Allows further insight into their customer base
• The value of various site inventory is enabled through customised tracking
Data
Data
Networks

5. Testing exclusives
• American Express product development team use MoneySupermarket’s
insights and knowledge to help develop new Card constructs
• MoneySupermarket provide a safe environment to test new products
before mass-market launches
• MoneySupermarket and its customers are helping to shape American
Express’ portfolio and ensuring that they provide exciting market-leading
products for consumers

6. Display and Exclusive promotion on
MoneySupermarket