Direct Line hires first e-marketer

Direct Line has appointed its first director of marketing for e-commerce as it gears up to take on rivals such as the Prudential’s Egg.

Mark Godfrey, former head of marketing at Direct Line’s motor division, will report to Oliver Prill, managing director of e-commerce division Directline.com.

Godfrey will have responsibility for Directline.com advertising. The multimillion pound creative account is held by Mortimer Whittaker O’Sullivan.

Prill joined Direct Line at the end of last year from management consultancy McKinsey, where he was a senior project manager.

Direct Line began offering motor, home and car breakdown cover online last September, and now plans to sell products such as mortgages, savings, pensions, ISAs, loans and credit cards on the Internet.

The company recently launched an ad jingle based on the tone of a telephone keypad to replace its car horn jingle. The aim is to communicate the fact that Direct Line offers more than car insurance.

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