Claiming to have “over-concentrated” on direct channels, the insurance giant is cutting marketing spend and putting its flagship Direct Line brand on price comparison sites for the first time.
Reflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
The office will bring together data and insight expertise to lead the brand and customer strategy across the group, with two new leaders appointed.
Describing his time at Direct Line as a “huge privilege”, Evans tells Marketing Week about his plans to use his 25 years of marketing expertise to help more businesses and people.
Marketers should be prepared to push the commercial agenda within business, says marketing effectiveness boss Ann Constantine, which starts with understanding the impact of their work.
With a pandemic and cost of living crunch causing unprecedented issues, a lack of retained relationships and loss of confidence on both sides, what can brands and agencies do to make briefing better?
Responding to a desperate need to create employment opportunities for young people, the Co-op has joined forces with major employers like Direct Line to fund SME apprenticeships.
Entertaining consumers with advertising is “really important” for effectiveness at Direct Line, the brand’s head of marketing says as the insurer launches the latest ad under its award-winning ‘We’re On It’ platform.
Amid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
Having won the Marketing Week Awards Grand Prix for its brand platform last year, Direct Line has launched a new campaign to shift perceptions even further.
Direct Line Group’s ‘We’re On It’ campaign took home the top prize at the Marketing Week Masters, after driving long and short term business impact and surpassing the already admirable efforts of its previous brand platform.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
The era of brand and performance as separate and distinct strategies is coming to an end, as marketers rethink everything from media strategy and creative synergy to team structure and semantics.
Brand mascots have largely fallen out of favour in recent years, but marketers should not underestimate their unifying ability to deliver the humour and emotion consumers love.
Despite proving the correlation between customer and commercial, Direct Line Group’s Mark Evans says customer orientation is “not natural to everybody” so the business has to constantly “fight that tide”.