DLG had to demonstrate the business case for marketing its multiple insurance brands: Direct Line, Churchill and Privilege. The company analysed what factors drove sales at each brand, measuring the contribution of brand and acquisition activity over short and long-terms. It used the learnings to set investment priorities across its portfolio, including more focus on brand-building TV, improving propositions and customer service. Brand preference and consideration rose across the portfolio. Total customers increased, led by Direct Line. This case estimates DLG brands contributed £46m profit to its home and motor insurance businesses.