Brand: Direct Line Group
Advertiser: Direct Line Group
Agency: Direct Line Group; Ebiquity
Direct Line Group (DLG) had to demonstrate the business case for marketing its multiple insurance brands: Direct Line, Churchill and Privilege. The company analysed what factors drove sales at each brand, measuring the contribution of brand and acquisition activity over the short term and the long term. It used the learnings to set investment priorities across its portfolio, including more focus on brand-building TV, improving propositions and customer service. Brand preference and consideration rose across the portfolio. Total customers increased, led by Direct Line. This case estimates DLG brands contributed £46m profit to its home and motor insurance businesses.
The judges thought that this was an excellent case of an organisation adopting a systematic approach to effectiveness, using this to help manage its portfolio of brands, model brand equity and communications spend both in the short and long term. Something for everyone to learn from.