How to speak the language of confidence
Matt BarkerAs a marketer, self-belief is king when it comes to projecting your message – but is the hallmark of true confidence the ability to inspire trust and the willingness to listen?
How Direct Line is proving the link between customer and commercial
Russell ParsonsDirect Line is linking customer outcomes with commercial uplift, finding a brand purpose in “peace of mind” and switching almost exclusively to brand building for its recent Churchill campaign.
Churchill gets a CGI makeover as brand looks to get its edge back
Sarah VizardChurchill has given its brand mascot Churchie a CGI makeover and launched a ‘Chur-Chill’ positioning as it looks to build affinity for its brand in a price-sensitive market.
2 Comments
Marketing That Matters: The real story behind Direct Line’s transformative ‘Fixer’ campaign
Marketing Week ReportersMarketing Week’s new podcast series gets under the bonnet of the most effective marketing campaigns and how they came together, starting with Direct Line’s decision to call in Winston Wolfe.
Why brands should not expect to grow market share in just one year
Charlotte RogersBrands can drive growth momentum by being ‘meaningfully different’, but very few should expect to grow market share immediately, according to new research from Kantar.
Direct Line promotes Mark Evans to help accelerate digital transformation
Erin LyonsIn his new role as MD of marketing and digital, Evans will head up all digital capabilities in addition to his ongoing responsibilities in marketing.
How Direct Line is ‘fixing’ the lack of diversity in its marketing
Sarah VizardA 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.
Direct Line: Marketing effectiveness acts as a ‘Trojan horse’ to being a more customer-led business
Ellen HammettThe 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.
8 Comments
10 lessons all marketers should take from Direct Line’s brand strategy
Mark RitsonDirect 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.
Direct Line’s three rules for developing a robust value proposition
Piers Newson-SmithMoviePass’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.
Direct Line takes ‘consultancy approach’ to marketing effectiveness
Sarah VizardThe insurance company has restructured its marketing effectiveness function as it looks to help the business achieve better results.