How Direct Line took back control of its marketing

Matthew Carlton

When Direct Line relaunched in 2012, the insurance business included a greater emphasis on the commercial role of the marketing function within the organisation.

How is Direct Line, the insurance brand, taking back control of its marketing ecosystem? This question was answered by its Marketing Director Mark Evans at the Brands Take Back Control mini-event, organised by WARC and MediaSense (London, July 2018).

Evans stressed the importance of the insurance industry and its contribution to society. If everyone had to buy a new car following a car crash, they wouldn’t buy a car in the first place. Or if your house burnt down and you had to buy a new one, you wouldn’t purchase a house, he explained.

“So insurance does grease the wheels...

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