Mark Evans

Marketing director

Direct Line Group

Direct Line has a history of challenging the industry to rethink insurance, and that is exactly what Evans is striving to do again in his latest, gutsy campaign. Intended to hit back at the commoditisation of the market, brought about, in part, by price-comparison sites, the £40m push starring actor Harvey Keitel puts the focus back on service levels and the ability to ‘fix’ problems without hassle. Evans’ sights are set on revamping the customer experience, propositions, culture and social media. He has pledged to maintain the high spend and drive toward quality throughout 2015, pledging that the brand will once again "redefine insurance".

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