Brands can drive growth momentum by being ‘meaningfully different’, but very few should expect to grow market share immediately, according to new research from Kantar.
In his new role as MD of marketing and digital, Evans will head up all digital capabilities in addition to his ongoing responsibilities in marketing.
A year ago, Direct Line realised its marketing output wasn’t matching the diversity of its workforce or customer base and it has since been trying to fix that.
The insurance brand believes implementing a culture of effectiveness can help CMOs drive legitimacy in the board room and get CEOs and CFOs on their side.
Direct Line Group’s brand strategy is best-in-class, as evidenced by its IPA Effectiveness Award win last week. Here’s 10 reasons why marketers should sit up and take note.
MoviePass’s too-good-to-be-true offer reinforces the fact brands have got to create a sustainable value proposition, according to Direct Line Group’s head of brand planning Piers Newson-Smith.
The insurance company has restructured its marketing effectiveness function as it looks to help the business achieve better results.
Brand director Kerry Chilvers says marketers need to “make some pretty big calls” if they are going to have an impact with a small budget.
Direct Line Group is the first brand to use OpenSlate’s third-party verification technology, which it hopes will stop ads appearing in unsafe environments and improve overall brand effectiveness.
In order to promote different ways of thinking, Direct Line Group is addressing how it approaches the management and recruitment of ‘neurodiverse’ people.
Direct Line’s top marketer believes too many brands are allowing their marketers to “get bogged down in data” and there must be a balance between creativity and number crunching.