Direct Line brand continues to drive group growth

Revenues for the company behind Direct Line are still being boosted by the brand's perfomance two years after a well-regarded change of marketing strategy.

Direct Line brand continues to drive group growth

Direct Line Insurance Group chief executive Paul Geddes singled out the Direct Line brand in a trading update today, saying it in particular had contributed good policy and premium growth. The group’s portfolio includes Churchill and Green Flag, as well as sales through partnerships.

The introduction of Harvey Keitel to Direct Line’s advertising in summer 2014 marked the point at which the group reversed declines in the number of policies and amount of gross premium written for its own brands.

Since then the number of own-brand policies in force across the group is up by 5.6% to 3,607,000.

Growth has continued over the past year, with motor gross written premium (the amount taken car insurance preiumium) up in the first nine months up 10.1%.

The story of how Direct Line’s marketing team and Saatchi & Saatchi turned the brand around is traced in this Campaign case study.