Direct Line eyes customer focus in marketing restructure

Direct Line Group has overhauled the structure of its marketing team, bringing product development and marketing together in a bid to make its insurance offerings more customer focussed.

direct line

Marketing will combine with the teams that develop motor, travel, holiday and pet insurance products for brands such as Direct Line and Churchill under the leadership of managing director for personal lines Tom Woolgrove.

Meanwhile, Mark Evans has been confirmed as the marketing director of DLG after a two month stint as interim. Evans, who stepped in after Rick Vlemmiks left after just five months into the role, will report to Woolgrove.

The restructure comes as owner Royal Bank of Scotland prepares to float DLG. The sale of Direct Line Group was forced on RBS by European regulators as a condition of accepting Government aid in 2008. RBS is majority owned by the state.

DLG has been preparing for the sell-off for more than a year, creating distinct positioning for its brands to increase their value to potential investors.

It recently repositioned Direct Line, switching from price-led to service-based marketing. Churchill ads present it as a straightforward antidote to complex insurance policies offered by others.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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