Direct Line Group to create in-house digital agency

Direct Line: recent ad campaign by M&C Saatchi
Direct Line: recent ad campaign by M&C Saatchi

Direct Line Group is creating an in-house "digital agency" team, as the insurance company aims to "increase the depth" of its customer relationships.

The insurer, which owns the Churchill, Privilege and Green Flag brands, is hiring digital specialists to join the team, which will develop its proposition across digital, mobile and social channels alongside the marketing team.

Positions currently being advertised include head of digital performance, head of digital strategy and head of digital insight.

It is understood the team, which may grow to between 20 to 30 people, will be led by Direct Line Group’s head of digital, Ash Roots. Roots joined the insurer in November, after spending six years as head of online at mobile network Three.

On its careers website, the company states: "Here at Direct Line Group, we’re not just creating a new digital team, we’re building a whole new concept: an in-house digital agency.

"Yes, it’s insurance. Yes, it’s digital. But that’s where the simple definition ends. There is nothing ‘usual’ about this team. It’s in-house, but it will feel like an agency. It’s brand new, but it’s already a household name. In short, it’s unconventional. And you could be a part of it."

Direct Line Group launched an IPO in October, after owner RBS was instructed to divest the business by the European competition regulators.

It is not the first brand to bring digital creativity in-house. In January, it was revealed Morrisons was creating its own "in-house" digital agency, M Digital, to develop its eagerly awaited ecommerce site.

M Digital’s core operation comprises about 10 staff who joined the supermarket under Transfer of Undertakings (Tupe) proceedings from Candi, a digital agency that held the Morrisons account, before its closure last year.

Direct Line Group was unavailable for comment

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands