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
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
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
’This is a market that needs consumer-friendly products and that’s what
this is about,’ Paul Hammersley, the managing director of Lowes,
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.