Direct Line Group re-appoints MediaCom to media planning and buying account

Direct Line Group has confirmed to The Drum that it has retained MediaCom for its £86m media planning and buying account following a three-way pitch.

Fending off competition from Ageis’s Carat and MEC, MediaCom has been tasked with handling planning and buying for Direct Line Group brands Direct Line, Green Flag and Churchill.

Direct Line Group marketing director, Mark Evans, who handled the pitch process, commented: “We constantly review our media strategy to ensure it is appropriate for the needs of our business. Following a pitch review process involving several different agencies, we have re-appointed Mediacom as our media partner, as we felt their proposal best met the strategic vision for our media activity.”

Reports suggest the review was held in a bid to cut costs by £100m.

Evans added: “It’s great to be able to continue our relationship and together we will work to deliver the next exciting stage in the future of Direct Line Group.”