Direct Line: Helping brands maintain their market position

Direct Line is a brand built on innovation. It turned the insurance market upside down in 1985 by selling insurance directly, removing the need for a broker and reducing costs to consumers. Yet, by 2014, Direct Line was under pressure from cheap competitors and price comparison sites which were driving the commoditisation of the market. Premium consumers in particular, started to resent an insurance market which they perceived as low cost but with poor cover, poor service and poor customer loyalty.

The Direct Line team and Saatchi and Saatchi asked us to work with them in 2014 as they aimed to forge a new identity for the brand. Since then we have continually helped the brand hone and develop bold new campaigns, first with Winston Wolf and since then the Superheroes and a range of digital ideas aimed at keeping the brand fresh, relevant and successful.

Direct Line is now one of the leading insurers in the UK with a clear and differentiated positioning and reputation for award winning iconic communications campaigns. These have been a driving force behind the entire organisation in terms of proposition development and operational management.

"We have worked with The Nursery for many years and continue to be impressed with the quality of the work delivered. Their strength lies in their in-depth understanding of the consumer psyche and their ability to translate it to clear and actionable insight. The team are also helpful, professional and overall, an absolute pleasure to work with".

Maria-Louiza Konstantinidi, Marketing Insight & Analytics Consultant , Direct Line Group