After demerging from the Royal Bank of Scotland in 2012, Direct Line Group (DLG) was looking for an experienced communications partner. It needed guidance on its first public annual report and support to deliver omnichannel corporate communications.
DLG’s ambition was to publicly set itself apart as one of the UK’s leading insurers and underwriters, while also communicating all-important internal stories. As a newly-listed business, it sought a partner with a deep understanding of FTSE 100 reporting best practice.
Our first step was to help DLG clarify its proposition. We consulted and engaged directly with senior leaders so they could own and shape the narrative, illuminating their vision for the business. The Group needed to promote its diverse portfolio while demonstrating its commitment to a better customer experience and making insurance more accessible for all.
As sustainability became an essential reporting topic, we identified DLG’s most relevant and impactful sustainability issues. From this, we developed a reporting suite that included Sustainability, D&I, TCFD and SASB disclosure reports to help DLG share its ESG strategy and work with regulators, investors and partners.
Alongside its reports, we’ve played an instrumental role in creating DLG's Agile Working campaign and communicating its vision. We also introduced a distinct visual identity, targeted channel communications and playful messaging to strongly resonate with employees and communicate effectively how the Group and brands operate.
Over the course of more than a decade, we’ve become DLG’s trusted strategic communications partner – helping it produce multi-award-winning reports and campaigns that powerfully tell the insurer’s most important stories. Our reports have won six awards to date, including both ‘Best Printed Report FTSE250’ & ‘Best Online Report FTSE250’ from the Corporate & Financial Awards in the same year and ‘Most Effective Use of Digital Communications’ from the IR Society.
By painting a clear picture of its investment proposition, we’ve helped DLG’s annual report evolve with the business, ensuring the report follows trends, meets regulatory requirements and helps to extend its stakeholder reach and level of understanding.
We've also helped DLG communicate better around other important issues, with bespoke ESG dashboards that make core policies and concerns easily accessible, and we have written and produced video campaigns that show stakeholders how the business is changing.
