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
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.