Piers Newson-Smith

Piers is Head of Brand Planning at Direct Line Group, where he looks after the brand strategies for Direct Line, Churchill, Privilege and Green Flag.

He was responsible for the thinking behind the hugely successful relaunch of Direct Line in 2014, which reframed the consumer narrative around insurance and redefined the brand’s role as being a high performance fixer. As a result of this work, Direct Line has rediscovered its mojo and is once again shaking up the insurance industry.

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