Direct Line Group has appointed VCCP as the creative agency for its three brands.
The collaboration will see the Group’s products and service levels showcased through new creative campaigns, as it seeks to expand the availability of its branded motor products on price comparison websites.
The agency includes sub-brands such as Teamspirit and boasts Cadbury and Primark as clients.
Direct Line began the review in September, according to Campaign, with the goal of bringing creative duties together under one agency.
Bridget Limbrey, Managing Partner at VCCP, said: “We are thrilled to be partnering with Direct Line Group and its iconic brands Direct Line, Churchill, and Green Flag.
“These are household names with a proud heritage, and we’re excited to help them connect with customers in new and meaningful ways. Together, we’ll bring to life creative work that underscores their market-leading products and services.”
In December, Aviva agreed to buy Direct Line for £3.7 billion.
Amanda Blanc, Group CEO of Aviva, said at the time that the deal would “bring together a number of the UK’s leading brands in a more efficient business, which is very well positioned to generate strong returns for all shareholders.”
