Direct Line Group to create in-house digital agency

Direct Line Group is creating an in-house "digital agency" team, as the insurance company aims to "increase the depth" of its customer relationships.

Direct Line: recent ad campaign by M&C Saatchi
Direct Line: recent ad campaign by M&C Saatchi

The insurer, which owns the Churchill, Privilege and Green Flag brands, is hiring digital specialists to join the team, which will develop its proposition across digital, mobile and social channels alongside the marketing team.

Positions currently being advertised include head of digital performance, head of digital strategy and head of digital insight.

It is understood the team, which may grow to between 20 to 30 people, will be led by Direct Line Group’s head of digital, Ash Roots. Roots joined the insurer in November, after spending six years as head of online at mobile network Three.

On its careers website, the company states: "Here at Direct Line Group, we’re not just creating a new digital team, we’re building a whole new concept: an in-house digital agency.

"Yes, it’s insurance. Yes, it’s digital. But that’s where the simple definition ends. There is nothing ‘usual’ about this team. It’s in-house, but it will feel like an agency. It’s brand new, but it’s already a household name. In short, it’s unconventional. And you could be a part of it."

Direct Line Group launched an IPO in October, after owner RBS was instructed to divest the business by the European competition regulators.

It is not the first brand to bring digital creativity in-house. In January, it was revealed Morrisons was creating its own "in-house" digital agency, M Digital, to develop its eagerly awaited ecommerce site.

M Digital’s core operation comprises about 10 staff who joined the supermarket under Transfer of Undertakings (Tupe) proceedings from Candi, a digital agency that held the Morrisons account, before its closure last year.

Direct Line Group was unavailable for comment

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published