Magazine article Marketing

Churchill Hands Top Job to Direct Line Marketer

Magazine article Marketing

Churchill Hands Top Job to Direct Line Marketer

Article excerpt

Churchill Insurance has named former Direct Line marketer Peter Corfield as its marketing director, as it overhauls its bulldog brand icon.

The company, acquired by Royal Bank of Scotland last year, is currently being integrated into RBS's Direct Line business, although the two brands will continue to be marketed separately.

Corfield replaces Nigel Bruce, who left the firm in November to move to the US after less than a year in the job.

Corfield's appointment follows his return to the UK in December. He was previously based in Tokyo, where he was marketing director for a joint-venture between Direct Line and Japanese financial company Yasuda Life.

Prior to that, he held a variety of marketing roles at the insurer.

Churchill's latest TV ads are its first major marketing activity under RBS ownership. Created by Elliott Borra Perlmutter, the first of two executions hits TV screens this week. The agency was briefed by the company to update the bulldog icon from an animatronic to a computer-generated creation. …

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