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The story behind Direct Line’s ‘Fixer’ campaign

The story behind Direct Line's 'Fixer' campaign


The story behind Direct Line’s ‘Fixer’ campaign

Marketing Week’s new podcast series gets under the bonnet the most effective campaigns and how they came together, starting with Direct Line’s decision to call in Winston Wolfe.

In the first of a new series of podcasts on definitive and effective marketing campaigns of the past decade, Marketing Week editor Russell Parsons digs into story behind Direct Line’s ‘Fixer’ campaign.
The long-running activity, which features actor Harvey Keitel playing his Winston Wolfe character from Pulp Fiction, cemented the brand’s positioning as the fixer of the customer’s problems. It has enabled Direct Line to secure profitable growth by going direct to consumers in a market dominated by price comparison sites.
Listen as Direct Line Group’s managing director of marketing and digital, Mark Evans, and Saatchi & Saatchi London’s chief strategy officer, Richard Huntington, tell the story behind the idea, the challenges they overcame, the decision-making process and the campaign’s impact on the market.
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