Direct Line's £40m creative shortlist cut to two agencies

by Staff,, Brand Republic 01-Oct-04, 14:30

LONDON - The shortlist of agencies pitching for Direct Line's £40m creative advertising account has been whittled down from five to two agencies.

M&C Saatchi and Clemmow Hornby Inge are now going head to head for the business, after Ogilvy & Mather, Burkitt DDB and WCRS were all eliminated from the running.

Mortimer Whittaker O'Sullivan, the eight-year incumbent agency on the business, was knocked out of the race in August this year.

Direct Line's marketing director Jim Wallace said this week that he would be making a decision on the future of account "soon". The review was sparked because Wallace said he wanted to take a fresh look at the market.

The brand's advertising has long been dominated by the image of a red telephone on wheels, but Wallace would not be drawn on whether he is planning a whole new departure for the brand's marketing strategy.

Direct Line's home, motor, travel and pet insurance as well as HR24, its home repair service, are all included in the business up for pitch.

The loss of the account will prove a hard blow for MWO, which has a long-standing relationship with the advertiser.

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