RBS rejigs marketing after merger

Royal Bank of Scotland (RBS) is reviewing all marketing arrangements, including top marketing positions and agencies, as it merges Direct Line and Churchill Insurance following the completion of its acquisition of Churchill last week.

The move comes in the same week as Direct Line’s decision to appoint Clark McKay & Walpole to its &£1.8m life insurance account.

The review of Direct Line’s life insurance business was called in response to the division’s poor performance. The review was handled by the AAR and overseen by Direct Line group marketing director Jim Wallace.

RBS, which already owned Direct Line, announced the purchase of rival insurer Churchill in June.

The two companies are being merged into one organisation called Royal Bank of Scotland Insurance.

While Direct Line and Churchill remain consumer-facing brands, RBS is reviewing both companies’ marketing arrangements.

An RBS spokeswoman says: “Everything related to marketing will be reviewed as part of our integration plans.”

A top management team has already been created, from people from both companies.

Direct Line’s red telephone and Churchill’s nodding bulldog make the brands the most distinctive in their market. The combined company will form the third-largest insurer in the UK, after Norwich Union and Royal & Sun Alliance.

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