Price comparison service Uswitch has appointed Wilderness ad its new social media agency of record, ahead of a major 25th anniversary campaign breaking in the autumn.

First reported in Campaign, the move will see the Havas Play-owned agency leading the brand’s organic social media strategy, with a focus on expanding its presence on TikTok, as well as providing consultancy across Instagram and Facebook.

“In a time when people are navigating major financial pressures, finding authentic ways to engage and support our audience is critical,” said Charlotte Nunes, brand communications director at Uswitch.

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“Wilderness’ expertise in social transformation and creative storytelling gives us confidence that together we can deliver content that resonates deeply and empowers consumers to take control of their money.”

Wilderness’ strategy for the Uswitch account will reportedly be centred around the “major life stages” of the Gen Z and millennial demographic groups.

Tom Jarvis, MD of Wilderness added: “If there was ever a moment for Uswitch to strengthen its connection with younger audiences, it’s now.

“Gen Z and millennials are navigating major financial decisions with limited support, but the likes of TikTok offer a powerful platform to deliver honest, practical advice that cuts through all the conflicting messages. We’re proud to partner with Uswitch to empower young people to make smarter financial choices.”