Lowes wins pounds 7m Direct Line Life investment task launch project

Lowe Howard-Spink has moved quickly to plug the gap left by the departure of the Lloyds Bank advertising account in August by scooping the estimated pounds 7 million task of making Direct Line Life a household name.

Lowe Howard-Spink has moved quickly to plug the gap left by the

departure of the Lloyds Bank advertising account in August by scooping

the estimated pounds 7 million task of making Direct Line Life a

household name.



Aimed at demystifying the turgid market for investment protection

products, Direct Line Life is a joint venture between the financial

group, Scottish Widows, and Direct Line, one of the pioneers of direct

sales insurance.



Until now, its advertising has been limited to low-key, product-led ads

through Edinburgh’s 1576 Advertising. The arrival of Lowes will usher in

an era of strongly branded commercials, which will incorporate Direct

Line’s famous red telephone.



The first campaign to launch a pension product is due to break early

this year, and will be reinforced by print and TV work a few months

later.



’This is a market that needs consumer-friendly products and that’s what

this is about,’ Paul Hammersley, the managing director of Lowes,

said.



Direct Line Life is one of three operating companies selling products

direct to consumers under the Direct Line banner. The others are Direct

Line Insurance, which uses Mortimer Whittaker O’Sullivan for its

advertising, and Direct Line Financial Services, which uses 1576.



Media buying will be handled by the Media Business Group, which handles

buying across the Direct Line group.



Lowes won the business after an approach through the Advertising Agency

Register, which initially selected four agencies for the review. These

were whittled down through meetings with Duncan MacKechnie, the chief

executive of Direct Line Life, his marketing head, Allison Crawford, and

Andy Brown, the marketing director.



Direct Line Life also offers PEPs and life assurance.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).