Direct Line Group: They went short. We went long

Carl Bratton, Ann Constantine and Nic Pietersma

Direct Line Group (DLG), a British insurance company, measured the impact of marketing in both the short and long term to provide a holistic view of how brand acquisition and investment influence consumers.

Campaign details

Brand: Direct Line GroupAdvertiser: Direct Line GroupAgency: Direct Line Group; Ebiquity

Summary

Direct Line Group (DLG) had to demonstrate the business case for marketing its multiple insurance brands: Direct Line, Churchill and Privilege....

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