Year in Review: Change makers 2020
Marketing Week ReportersIn a turbulent year for the marketing industry, and the world, we look at the people and brands that have been driving change.
‘When the going gets tough, go up-brand’: Why Direct Line is investing despite the pandemic
Sarah VizardDirect Line’s follow-up to ‘The Fixer’ has proven more successful than its predecessor – despite lockdown hitting just weeks after it was launched – showing that investing in brand has both short- and long-term positives.
The best marketing campaigns of 2020: Part 1
Marketing Week ReportersFrom the BBC to Ikea and Heinz, the Marketing Week team chooses the first set of eight campaigns that make up our best marketing of 2020.
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This Much I Learned with Mark Evans
Sarah VizardIn the third episode of Marketing Week’s new podcast series, Direct Line’s marketing boss Mark Evans talks us through his experience of redundancy and offers some support and advice for those who may be going through it now.
Can Covid-19 help remove the stigma of mental health at work?
Matt BarkerLife under lockdown is sparking a shift in how brands recognise and prioritise mental health issues.
How marketers can navigate the ‘perfect storm’ of remote working
Matt BarkerFrom motivating remote teams to finding new methods of measuring success, marketers will need to navigate a ‘perfect storm’ as the coronavirus pandemic sparks profound changes to the world of work.
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Direct Line understands the power of characters in unlocking branded recall
Mark RitsonDirect Line has replaced one of the most effective brand campaigns of recent years with a new approach that promises similar success, all thanks to the team’s understanding of distinctive brand assets.
Moving on from ‘The Fixer’: Why Direct Line got rid of its ‘hugely successful’ campaign
Sarah VizardThe insurance brand has retired Winston ‘The Wolf’ Wolfe despite its “spectacular” commercial success as it looks to refocus on its brand and building brand salience.
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.
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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.