Direct Line takes ‘consultancy approach’ to marketing effectiveness

Direct Line has restructured its marketing effectiveness division as it looks to shift perceptions of the function from one that “wields a stick” to a consultancy that works alongside marketing to improve its performance.
The insurance company has had a marketing effectiveness unit for many years, but it has changed direction over the last two years, since Ann Constantine took over as head of insight and marketing effectiveness. With her at the helm, Direct Line pulled three areas to