Purplebricks has often had a toxic relationship with the media, but things may look up now that the hybrid agency has hired a former journalist to run its marketing operation.
He is Ben Carter who until 2004 was news editor of trade title Marketing after which he switched sides and joined digital marketplace Notonthehighstreet.com as its marketing director, later moving to betting website Betfair.
Since then his experience has included several senior marketing roles at food delivery platform JustEat.com, which he left last month after five years.
Carter’s arrival draws a line under the ‘commisery years’ as he replaces Ed Hughes, who has led Purplebricks’ direction since last 2016 including the ‘Save Yourself from Commisery’ TV, radio, print and online campaign much reviled among traditional agents.
A lot may be riding on Carter’s skillset. Despite Purplebricks’ struggle to increase its share much beyond 4% of the entire market, Carter says he loves “working in high-growth, disruptive businesses with ambitious and innovative teams, and Purplebricks is no different.
“It’s rapidly established itself as a well-known brand with clear market leadership so it’s an amazing opportunity to help drive the business on to its next phase of growth by transforming the home buying and selling process.
“We want to switch buyers and sellers from the high street to digital by continuing to invest in brand growth. I’ll be working with the team to start to tell a broader brand story and establish real resonance for the brand – to increase consideration of our service and build stronger advocacy.”