iSelect chief marketer Geraldine Davys departs after just over a year in role
The marketing director of insurance comparison website iSelect Geraldine Davys has departed the company after 15 months in the role.
Davys is a former group manager – brand & digital marketing communications of Sensis who had been in the iSelect role since September 2013 and oversaw iSelect’s recent media pitch, which saw the media account move from Omnicom agency M2M to Maxus.
A spokesman for iSelect today confirmed Davys’s departure: “Geraldine recently decided to resign her position as marketing director to pursue her next career opportunity.
“iSelect is thankful to Geraldine for her contribution to the business over the last 15 months, and wishes her every success for the future.”
The iSelect brand has slipped down the leaderboard over the last 12 months. It was once a stand out in category but one liner recycled creative just doesn’t cut it in a competitive space. Tough gig after two exits in a row.
Creative is king – I loved the original blonde girl TV ADS and the more cleaver fake iSelect CEO ads. But the brand has been blanded lately. The big idea created previously was just dragged out with boring creative – should have been massively evolved or replaced. Cant sit on your hands in a competitive space can you..and you’ve got to spend money to make money – perhaps her hands were tied?
You’ve got it in one, swang. She’s a great marketer who loves creativity. There’s only so long you can bash your head against a brick wall…
Maybe, but a real shame that humour was taken out of this character.
He’s become an annoying heckler rather than the clever award nerd and theres failure to inject expertise as a brand credential. Don’t understand why the gradual shift to a David Koch type character.
That’s about three in three years…. Must be a tough environment.
But you’re right swang recycling old creative isn’t really good enough anymore. The one thing the ads had were humour.
And I think geraldine will be remembered for being the person who took the humour out of them.