In this session...
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. 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.
What You'll Learn from This Session...
- The importance of being brave.
- The power of creativity to transform a business.
- The core imperative that the creative idea has to exist beyond the marketing brief and at the heart of the organisation.
- And how, if done right, this even changes the composition of the talent that will drive your business forward.