How Direct Line won the Marketing Week Grand Prix 2021 - Mark Evans, Direct Line

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:

• 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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• Twitter | @uncensoredCMO
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Contact me:

• Website | www.uncensoredcmo.com
• Email – [email protected]