Direct Line hires H&K to hone its homes position

Insurance firm Direct Line has hired Hill and Knowlton to position it as a top home insurer.

Insurance firm Direct Line has hired Hill and Knowlton to position

it as a top home insurer.



The agency’s consumer division beat Fleishman-Hillard to the year-long

brand-building campaign with a six figure budget. While Direct Line has

revolutionised the motor insurance market and seized an 11 per cent

share, it ranks only eighth in household insurance with a three per cent

slice.



The insurer must overcome a stranglehold by established players such as

the Prudential, Royal Sun Alliance and Commercial Union.



Laura O’Connell, Direct Line’s head of PR, said: ’Although there is now

a shop-around culture in motor insurance, this is an inert market place

and we are campaigning to change that.’



However she refused to be drawn on the details of the campaign, saying

the market was ’very competitive’. Direct Line is focusing much of its

marketing activity on the sector. In the medium term it aims to increase

its number of home insurance customers from 800,000 to two million,

placing it among the top three players.



Hill and Knowlton chief executive David McLaren said the campaign would

create a new ’customer focus’ while continuing to differentiate Direct

Line within the market.



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