How Direct Line won the Marketing Week Grand Prix 2021 - Mark Evans, Direct Line
A conversation with Direct Line CMO, Mark Evans.
How do you run marketing for one of the best known insurance brands in the UK, Direct Line? That's exactly what I find out from their CMO, Mark Evans, who has been at the company for a decade.
What we covered in this episode:
What we covered in this episode:
- Starting a podcast during lockdown
- Where Mark gets his energy from
- The importance of being tuned into your purpose
- Career lessons from Jimmy Carr
- Why you should always coach from a position of strength
- What you can learn from a World Cup winning Rugby squad
- Lessons from being made redundant 4 times
- Why you should embrace your failure and learn from it
- How Mark survived a decade as CMO at Direct Line
- Why you should fire yourself every 18 months
- Whether it’s better to work for a Marketing or Finance CEO
- Why marketing needs to be more than the ‘colouring in department’
- The importance of knowing your numbers
- Why Direct Line decided to retire Winston Wolf
- The success trap - improving your game even when you are winning
- How Direct Line positioned itself for success
- Flipping ‘last brand standing’ to becoming the ‘first brand standing’
- Discovering the importance of insurance the hard way
- How covid changed the new ‘We’re on it’ campaign
- Topping the charts on the System1 insurance category
- Why it’s worth sticking with the same agency
- Who is tipped to be the next Superhero
- Record profits in a tough year
- How Churchill make Insurance feels effortless
- Churchill’s plans to Chill some more in 2022
- The power of music to change our the audience feels
- Marks most popular podcast episode on ‘oh the places we go’
- The importance of being true to your audience
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- Website | www.uncensoredcmo.com
- Email – jon@uncensoredcmo.com
