Marketing That Matters: The real story behind Direct Line’s transformative ‘Fixer’ campaign

Marketing 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.

In the first of a new series of podcasts on definitive and effective marketing campaigns of the past decade, Marketing Week editor Russell Parsons digs into the story behind Direct Line’s ‘Fixer’ campaign.

The long-running activity, which features actor Harvey Keitel playing his Winston Wolfe character from Pulp Fiction, cemented the brand’s positioning as the fixer of the customer’s problems. It has enabled Direct Line to secure profitable growth by going direct to consumers in a market dominated by price comparison sites.

Listen as Direct Line Group’s managing director of marketing and digital, Mark Evans, and Saatchi & Saatchi London’s chief strategy officer, Richard Huntington, tell the story behind the idea, the challenges they overcame, the decision-making process and the campaign’s impact on the market.

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There are 2 comments at the moment, we would love to hear your opinion too.

  1. Julian Pratt 27 Sep 2019

    Great film, diminished by a hack idea.

  2. Declan Hill 28 Sep 2019

    Interesting. I wonder what they would have done if Tarantino had said no or Harvey Keitel had decided against reprising the role? Created their own character or chosen another one close to Winston Wolfe? More thoughts here:

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