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.