Direct Line appoints Marchant to broaden financial services brand

Direct Line Financial Services has appointed Andy Marchant as marketing director.

Marchant will report to Direct Line managing director Stephen Geraghty when he takes up his new position on June 1.

He is currently head of distribution and marketing strategy at Royal Bank of Scotland, parent company of Direct Line, and has ten years experience in financial services.

Marchant will be responsible for all marketing activities at the direct financial services company, which offers savings, loans and mortgages.

Direct Line Financial Services is on the verge of appointing a new ad agency, and Marchant’s initial task will be to oversee its first campaign.

The final shortlist for the 6m account comprises Faulds Advertising and DMB&B Financial, with incumbent 1576 declining to pitch.

A source says Direct Line is keen to promote itself as more than just a motor insurer, an impression it blames on the long-running “red telephone” ads.

The new campaign will be integral to Direct Line’s drive to forge a broader financial services brand. Marchant will replace Chris Herbert, who is leaving to become managing director of American Express’ financial services division.

Herbert leaves less than a year after Direct Line poached him from Yorkshire Bank.


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