Direct Line hunts group chief to steer marketing

Direct Line, the insurance giant, is understood to be hunting its first group marketing director. It is also about to announce a replacement for Ian Craig, the head of marketing for home and motor insurance arm, Direct Line Insurance.

The UK’s biggest motor and household contents insurer, is planning a top-level shake-up of the marketing department to bring in the first ever group marketing director to oversee all of Direct Line’s divisions, including Direct Line Insurance and Direct Line Life.

It is understood that the group marketing director will work closely with Direct Line chief executive, Peter Davis.

Karen Jones, director of asset management for Hong Kong & Shanghai Bank, is believed to have accepted Craig’s position.

Craig was marketing manager for Direct Line Insurance and was in charge of its 6m advertising spend. Craig left Direct Line last November to join catalogue company Freemans as general manager responsible for new product development (MW November 9, 1995).

Direct Line has also confirmed the appointment of David Bloomfield, the Prudential’s former marketing campaigns manager. He joins as marketing manager for Direct Line Life. Bloomfield replaces Alison Meredith who joined PPP Healthcare last November.

Direct Line has been with TBWA for five years. The advertising account was previously with Hoare Wilkins when it merged into TBWA two years ago. The company, whose award winning commercials feature a red phone and jingle, has been trying to get the jingle registered under the Trades Marks Act 1995.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here