Direct Line calls in Shine after pitch shootout

Direct Line has brought in Shine Communications following a competitive pitch process, PRWeek understands.

Direct Line: Working with Shine
Direct Line: Working with Shine

The brief will see Shine handling an engagement project in the autumn, combining both experiential activity and traditional media relations.

The brief will focus on the Direct Line brand, rather than the wider Direct Line Group that also includes Churchill, Privilege and Green Flag.

This follows the appointment of Brunswick by Direct Line Group to lead its multi-billion pound spin-off from the Royal Bank of Scotland. However, PRWeek understands the Shine brief will not be directly related to the sell-off.

Agencies that currently work with Direct Line Group include Brunswick for financial PR, Lansons for public affairs and Citigate Dewe Rogerson for ongoing media relations.

Both Direct Line and Shine declined to comment on the brief.

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