Former Bulldog marketing chief quits RBS Insurance

Peter Corfield, RBS Insurance director of brand and proposition, has
left the company. He has been replaced by director of strategy Lisa
Mackay-Smith.

Corfield joined the Royal Bank of Scotland-owned company as marketing
director for its Churchill b…

Peter%20Corfield%20RBS%20InsurancePeter Corfield, RBS Insurance director of brand and proposition, has left the company. He has been replaced by director of strategy Lisa Mackay-Smith.

Corfield joined the Royal Bank of Scotland-owned company as marketing director for its Churchill brand in January 2004. He had a brief to revamp its advertising and communications, including the bulldog icon.

He moved to take a similar role at Direct Line in June 2005 after Jim Wallace retired (MW January 27, 2005), but returned to Churchill following the appointment of Mike Tildesley.

During his tenure, Corfield reviewed Churchill’s advertising business out of Elliott Borra Perlmutte, which had handled the account since 1989 and created the bulldog branding. He appointed WCRS to the business at the start of last year.

Corfield and Tildesley were moved to group roles spanning RBS Insurance’s portfolio of insurance brands last year after the arrival of Roger Ramsden as director of strategy and marketing.

Ramsden is poised to appoint former AirMiles marketer Nigel Grimes to lead the customer insight function, with a brief to boost retention and cross-selling opportunities across Direct Line, Churchill and Privilege (MW September 13).

Mackay-Smith, who will retain her strategy remit, will report to Ramsden and work closely with Tildesley and Grimes.

Corfield has been based in Tokyo, where he was marketing director for a joint venture between Direct Line and Japanese financial company Yasuda Life.

RBS Insurance is the second largest general insurance provider in the UK with 26 million policies.

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