Belfast Telegraph

Churchill insurance brand boosted by marketing revamp

By Roger Baird

The owner of the Churchill nodding dog insurance brand boosted profits by almost half as it improved customer services and revamped its marketing.

Direct Line Insurance said its pre-tax profit beat forecasts, jumping 49% to £315m in the six months to the end of June, as it also cut costs by 7.6% over the period and benefited from the absence of claims from major weather events.

The Bromley-based business, which was spun out of the Royal Bank of Scotland three years ago, said it cut fees on some Direct Line products, while it also offers a seven-day car repair service.

It also refreshed its Churchill brand with a new advertising campaign in the first half of 2015.

Chief executive Paul Geddes said: "Customers have reacted positively to the refreshed propositions for Direct Line and Churchill, as well as better customer service. This has helped us to hold our gross written premium flat in competitive markets."

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