After scooping Gold at the Institute of Practitioners in Advertising (IPA) Effectiveness Awards in 2016 for the Winston Wolf brand reboot campaign for Direct Line – “Direct Line: We Solve Problems” – it’s really exciting to see that Direct Line Group has been shortlisted for this year’s awards too, with an entry called “They Went Short, We Went Long”. The DLG entry details how the team made the business case for sustained marketing support across its portfolio of insurance brands, including Direct Line, Churchill, and Greenflag. It also showcases the analysis of what factors drove sales for each brand, measuring the contribution of brand equity in both the short term and the long term.
Huge congratulations to the team that wrote the paper together: Ann Constantine, Carl Bratton, and Maria-Louiza Konstantinidi at DLG, in partnership with Ebiquity colleagues Nic Pietersma, Thomas Skinner, and Richard Woodward.
Ann Constantine, Head of Marketing Effectiveness and Insight at DLG, said: “We used the learning to guide marketing investment across our portfolio, putting renewed focus on the value of brand-building TV and on improving propositions and customer service. It’s great to be shortlisted by the IPA judges for the second successive time in this prestigious, two-yearly awards scheme.”
IPA judge Paul Edwards commented: “The Direct Line case is really interesting for me, because it’s something you don’t see very often: it’s a brand owner with a portfolio, and they’re using the learning from the whole portfolio to support all the brands.”
The IPA Awards will be announced on 9 October. To find out more about the shortlisted DLG entry, watch this video from the IPA: