Direct Line to rethink 6m account

Direct Line Insurance is reviewing its 6m financial services advertising account held by 1576, as part of a complete strategic overhaul of the operation.

McCann-Erickson, DMB&B Financial, Ammirati Puris Lintas and one other agency are pitching for the account which comprises Direct Line’s savings, loans and mortgage businesses.

The brief refers to plans to launch a credit card (MW February 18) under the Direct Line name. But it also involves the whole mix of Direct Line’s financial services. The review is expected to lead to a new-look advertising campaign.

“The famous red telephone says some things about the brand – motoring, speed and accessibility – but it doesn’t say much about mortgages, for example. Direct Line is looking at how to forge a brand identity to work across its financial services operation,” says the source.

Direct Line Financial Services marketing director Chris Herbert comments: “We are continually looking at our advertising, but we do not comment on speculation.”

Incumbent 1576 declined to repitch for the account.

Direct Line Group has promoted Jim Wallace to be its new group marketing director. Wallace will replace Andy Brown on March 31 when the Royal Bank of Scotland-owned sister companies Direct Line and Privilege merge. Both brands will be retained.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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