How do you run marketing for one of the best known insurance brands in the UK, Direct Line? That's exactly what I find out from their CMO, Mark Evans, who has been at the company for a decade. What we covered in this episode:
Starting a podcast during lockdown
Where Mark gets his energy from
The importance of being tuned into your purpose
Career lessons from Jimmy Carr
Why you should always coach from a position of strength
What you can learn from a World Cup winning Rugby squad
Lessons from being made redundant 4 times
Why you should embrace your failure and learn from it
How Mark survived a decade as CMO at Direct Line
Why you should fire yourself every 18 months
Whether it’s better to work for a Marketing or Finance CEO
Why marketing needs to be more than the ‘colouring in department’
The importance of knowing your numbers
Why Direct Line decided to retire Winston Wolf
The success trap - improving your game even when you are winning
How Direct Line positioned itself for success
Flipping ‘last brand standing’ to becoming the ‘first brand standing’
Discovering the importance of insurance the hard way
How covid changed the new ‘We’re on it’ campaign
Topping the charts on the System1 insurance category
Why it’s worth sticking with the same agency
Who is tipped to be the next Superhero
Record profits in a tough year
How Churchill make Insurance feels effortless
Churchill’s plans to Chill some more in 2022
The power of music to change our the audience feels
Marks most popular podcast episode on ‘oh the places we go’
The importance of being true to your audience
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Email – jon@uncensoredcmo.com