Magazine article Marketing

RBS Insurance Gears Up for Sale with Restructure

Magazine article Marketing

RBS Insurance Gears Up for Sale with Restructure

Article excerpt

RBS Insurance, which owns the Direct Line, Churchill, Green Flag and Privilege brands, has created a centralised marketing structure as it prepares for its sell-off by RBS Group.

The insurer has promoted former Direct Line lead marketer Kerry Chilvers to the role of director of brand, customer and proposition across its brand portfolio.

Chilvers will lead a new team that will look to 'create space' between its brands and ensure that customers receive a more brand-specific experience. She will report to Crawford Davidson, managing director for marketing and international at RBS Insurance.

According to Chilvers, the aim of the changes is to make better use of the 'strength' and 'awareness' of its brands, by ensuring that other customer touchpoints are more relevant to the brand in question. In the case of Direct Line, that means 'cash-rich, time-poor' younger consumers, while Churchill brand will be tailored to older, 'more cautious' customers.

As part of the structure, Amanda Walker has been appointed interim head of marketing for Churchill, Privilege and Green Flag. Walker joins from frozen-food company Findus, where she was group category director for Europe. She has previously held marketing roles at Heinz and Kraft.

Meanwhile, former Npower head of brand and marketing services David Coutts has been hired as interim head of marketing for Direct Line and partnerships. It is not known how long Coutts and Walker will occupy the positions.

Cara Hurlock has been promoted to the new role of head of customer and market insight, while Chris Bottle takes up the role of head of marketing services and financial promotions. …

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