Direct Line Group awards Churchill brand advertising account to Saatchi & Saatchi with Engine Group reappointed as Green Flags lead creative agency

Direct Line Group today announced it has appointed Saatchi & Saatchi to handle the advertising account for its iconic Churchill insurance brand.  In addition, following a competitive review, Engine Group has been reappointed as the advertising agency for Green Flag, a leading national breakdown provider and road recovery expert.

Saatchi & Saatchi has been appointed as the lead creative partner for Churchill to help achieve its growth ambitions in the UK.  The agency has been tasked with evolving Churchill’s creative platform, focussed on the concept of “Chill”, to deliver a meaningful connection with consumers. The contract award extends Saatchi & Saatchi’s longstanding relationship with Direct Line Group, which has seen the partnership develop the award winning ‘Winston Wolfe’ and ‘We’re On It’ campaigns for the Direct Line brand.

Activity for Churchill will communicate the brand promise to make life less stressful for hard working British families, giving them the confidence and reassurance to make big life decisions without worry.  New creative will highlight how the brand understands customers’ life triggers and moments of stress better than ever before, to deliver a truly customer first insurance experience.

Kirsty Hoad, Product Owner Churchill commented: “Saatchi & Saatchi’s credentials and expertise meant they were the perfect partner agency to evolve our Churchill creative. With new regulations in the insurance industry and an incredibly competitive marketplace, a strong differentiated brand identity is incredibly important and especially one that delivers an emotional attachment with consumers. This is an exciting venture for Churchill’s evolution, and we look forward to working with them as we move forward. 

“We want to thank Engine Group for their fantastic work over the last 16 years building an incredibly strong brand platform for Churchill, making it a household name in insurance and creating so many memorable campaigns that have entered popular culture.”

Chris Kay, CEO, Saatchi & Saatchi commented: “Churchill is an iconic British brand so to come out of the blocks so early this year with this opportunity is a great win for our crew. The way the pitch was run by the Churchill team, the level of smarts and energy they collaborated with, and the push to get to a great response, have us all excited at what we can do together.”

Direct Line Group has reappointed Engine Group as the advertising agency for Green Flag, delivering all above the line communications, following a competitive review.  The agency’s outstanding and distinctive creative work has been recognised by this appointment. 

Engine Group have previously developed compelling campaigns including ‘Who the Fudge’, featuring karate chopping grandmas and dogs in wigs, which have built a unique point of difference for Green Flag in the market, raising standards and stopping consumers sleepwalking into renewals with other providers. 

Su Karki, Marketing Chapter Lead, Green Flag commented: “Engine Group continue to demonstrate why they are such a valued partner, who truly understand the values of our brand and how best to communicate these to the market.  We were incredibly impressed through the review process with the agency’s vision to engage our existing customers and deliver our ambitious plans to drive customer acquisition.  We continue to challenge the breakdown category, engaging our customers, people and partners, focussing on raising industry standards and offering incredible value.”  

Billy Faithfull, Chief Creative Officer, Engine Creative, commented: "We couldn’t be more proud and excited to remain part of the Direct Line Group family. To be able to build on our 16 years to date, taking the Green Flag brand into a new era, with a brand-new strategy and fresh work is exactly what gets us out of bed in the morning. That and working with such a professional and decent group of people. We’ll miss our furry friend deeply, of course, and wish him and his wobbly jowls the best of luck in his new home."

Notes for editors:

To find out more about the Direct Line Group -

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For more information about Green Flag -


For more information please contact:

Ewan Robertson

Head of News and Issues

Direct Line Group

Tel: 01372 839 452

Mobile: 077779718865

Email: [email protected]

Direct Line Insurance Group plc

Direct Line Group (DLG) is one of the UK’s leading insurance companies. The Group’s vision is to create a world where insurance is personal, inclusive and a force for good. Through its well-known brands which include Direct Line, Churchill, Privilege, Darwin, NIG, Direct Line for Business and Green Flag, DLG helps people to carry on with their lives, giving them peace of mind now and in the future. Its brands offer a wide range of general insurance products across motor, home, commercial, travel, pet and rescue, both direct to customers and through price comparison websites and it underwrites insurance products distributed by its third party partners. The Group believes that by embracing sustainable practices it creates a better corporate culture able to provide more reliable products and bring long-term rewards for its customers, people and shareholders.