The incumbent agency has been asked to repitch for the business. MRM Meteorite won the account in 2012 when it was reported to be worth £11m.
Direct Line Group’s business includes the Churchill, Green Flag and Direct Line brands. Saatchi & Saatchi has handled the creative business since 2014 and created Direct Line's long-running campaign featuring Harvey Keitel as the Winston Wolf character he played in the movie Pulp Fiction.
The company is running the process in-house, led by director of customer marketing Katrina King, over the summer.
A Direct Line Group spokeswoman said: "We can confirm we have put our lead below-the-line agency account out to tender and will be inviting agencies to pitch. Now is the right time to review our medium- to long-term strategy to ensure continued success.
"This is absolutely no reflection on MRM’s current performance. They have played a valuable part in contributing to our business growth over the years and we will be asking them to take part in the tender process."
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