Direct Line to hire PR for traditional homes approach

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.

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

business.



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

approach.’



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

million.



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