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

Godfrey will have responsibility for 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.


Dome Truths

Marketing Week

Since his appointment as Dome chief, all eyes have focused on Pierre-Yves Gerbeau and how he plans to save the ailing attraction. To help him with the tough task ahead, industry experts have come up with some imaginative solutions.

British Olympic sponsor Tetley to launch sports scheme for schools

Marketing Week

Tetley GB is to launch a school sports equipment scheme to support its sponsorship of the British Olympic team. The company is poised to announce a sponsorship deal with the British Olympic Association (BOA) for Sydney 2000. The national on-pack promotion is expected to offer drinkers the chance to collect tokens in exchange for school […]


    Leave a comment