Direct Line Group calls below-the-line review

Harvey Keitel: stars in Direct Line brand's ads
Harvey Keitel: stars in Direct Line brand’s ads

The incumbent agency has been asked to repitch for the business. MRM Meteorite won the account in 2012 when it was reported to be worth £11m.

Direct Line Group’s business includes the Churchill, Green Flag and Direct Line brands. Saatchi & Saatchi has handled the creative business since 2014 and created Direct Line’s long-running campaign featuring Harvey Keitel as the Winston Wolf character he played in the movie Pulp Fiction

The company is running the process in-house, led by director of customer marketing Katrina King, over the summer.

A Direct Line Group spokeswoman said: “We can confirm we have put our lead below-the-line agency account out to tender and will be inviting agencies to pitch. Now is the right time to review our medium- to long-term strategy to ensure continued success.

“This is absolutely no reflection on MRM’s current performance. They have played a valuable part in contributing to our business growth over the years and we will be asking them to take part in the tender process.”

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