In this session...
Hear from Kerry Chilvers, Head of Brands at Direct Line Group & Richard Huntington, CSO and Chairman at Saatchi & Saatchi, on the challenger spirit that moved both Saatchi's & Direct Line's businesses forward.
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In times of incredible change & ambiguity, category market-leaders need to pivot to a challenger mindset. No one knows this more than Direct Line. In 2014, the brand reinvented itself and the category - with transformative outcomes for both the business and the brand. Fast forward to 2020 Direct Line is doing it again.
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What You'll Learn from This Session...
- Hear how bravery transformed the Direct Line business and what they learnt along the way
- Understand the implications that 'living' your creative idea has on the composition and running of your business
- Explore how to make the creative idea exist beyond the marketing brief and at the heart of the organisation.
