Mould-breaking insurance company Direct Line is close to appointing
an agency to boost awareness of its household insurance services. It
will also be reviewing its motor insurance PR.
Although Direct Line now has 11 per cent of the motoring insurance
market, it has only two per cent of the household insurance sector where
it needs to break the traditional grip of mortgage lenders.
The company has been holding pitches for a new project but would not
divulge which agencies were in the running, or the value of the
The Red Consultancy, which has been providing PR support for Direct
Line’s motor insurance business, has not been asked to pitch. Adrian
Webb, Direct Line senior PR executive, said this was because it was
’looking for a different set of consultancies and a more traditional
Red’s work has concentrated on broadening the coverage of Direct Line’s
services to consumer and news pages. This contract is up for review in
April. Quentin Bell Organisation handled home insurance PR for Direct
Line 18 months ago, while Charles Barker has worked on recent projects
in this area.
Last year Direct Line’s total marketing spend was more than pounds 25