MediaCom holds on to Direct Line Group account with 'future-ready' pitch

The Group M agency has held on to the business following a 6-month review & will work across all DLG brands including Churchill / Churchull - Direct Line Group

MediaCom has retained Direct Line Group's (DLG) £50m media planning and buying account, promising it will deliver a new agency model across the insurance group's portfolio and play a "renewed role" focused on championing transparency.

The agency will work across all DLG brands including its flagship insurer, Direct Line for Business, Churchill and Green Flag.

The brand has been paired with MediaCom in the UK since 2003. When DLG was spun off from RBS in 2013, the WPP shop fought off competition to hold on to the account. Once more, the Group M agency has retained the business following a six-month review that was ignited because MediaCom's contact was drawing to a conclusion.

Giving more insight into the brief, MediaCom said it will be building on the business's real-world data and tech prowess to enhance its position in the competitive insurance market.

It's not known which agencies it was pitching against, but the review process was led by DLG's head of digital and social media, Raluca Efford, alongside the DLG procurement team and marketing consultancy Aperto One.

Raluca Efford, head of digital marketing at DLG said: “Throughout this review we challenged ourselves and our long-standing agency, MediaCom to develop a future-ready, progressive partnership which will help our business grow in the long term.

"What really impressed us was MediaCom’s commitment to transparency coupled with the passion they have for our business in pursuit of commercial performance. We have total confidence that together we can achieve great results and ensure we continue winning, now and into the future."

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