Most transformation strategies fail because they focus on messaging rather than behaviour.

In this episode, Christina Moore speaks with former Direct Line CMO Mark Evans about what it actually takes to turn around a declining business. After 20 consecutive quarters of decline, Direct Line didn't just change its campaign. It was rebuilt around customer truth, operational change, and internal belief.

You'll hear how:

• Customer insight reshaped the entire experience, not just comms
• A single idea (Winston Wolfe) changed employee behaviour across the business
• Marketing earned credibility by proving commercial impact

The result? 85% growth in motor quotes and a fundamental shift in how the organisation showed up.

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Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

Audio Editor: Jake Wittlin