Cubaka Win Account

gocompare-logo.png, the UK’s comprehensive comparison service, has appointed Cubaka as its retained social media agency following a pitch., based in Wales, is looking to strengthen its social value for customers, continuing to deliver the right product comparison information that saves them time and money.

The brief to Cubaka involves defining the brand’s social tone of voice in line with their digital activity and TV spots.

Cubaka will work alongside’s in-house team to deliver social strategy, content and larger innovative campaigns to grow the company’s social presence, reach new customers and build loyalty among existing users of the site.

We are really excited to be working with such a positive and energetic team. Cubaka has a wealth of experience in both social media as well as in the financial sector and they will be a much-welcomed addition to our team.
— Richard Harris, Marketing Director at

The account will be led at Cubaka by agency Managing Director, Simon Rutherford and Managing Partner, Oliver Honess.

We’re delighted to be working with We are looking forward to strengthening its position in the market yet further.
— Simon Rutherford, Managing Director at Cubaka

Modern Misconceptions of Strategy


Olly Honness, partner at Cubaka, was featured in an article by Phil Lattimore in CIM  published on March 7, 2016

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half
— John Wanamaker

This famous maxim may once have held true, but wastage is no longer acceptable in the age of social media, says Olly Honess, partner at social agency Cubaka: “Although things have improved since Wanamaker’s day, wastage has generally been accepted as a norm in marketing because it's an unwritten rule that not all of the marketing budget will be put to effective use. Some say as much as £17bn a year is wasted by so-called experts. 

“In the digital era, if waste is defined as delivering a carefully honed marketing message to the wrong audience, there is no longer an excuse. The sheer depth of data available through social media allows us to identify and ring-fence audiences based on interests, attitude, age, sex, location, occupation…to name but a few.”

Takeaway: this should be an age of marketing economy.

Read the full article on CIM.