Mark Evans joined Direct Line Group in 2012 and in the past 8 years has overseen the transformation of DLG's brands and marketing approach, including the multi-award winning reinvigoration of the flagship Direct Line brand. Mark is a Fellow of The Marketing Society and was voted the Financial Services Forum Marketer of the Year in 2015 and the Marketing Society Leader of the Year in 2018.
Mark is speaking at our upcoming event 'A Global Conversation: Upskilling' and our 'Brave Together Conference Dubai'. Ahead of the day, we sat down to ask him a few questions about life and leadership:
What's your golden rule?
Better to regret something you've done than something you haven't.
Who has been your biggest influence?
Bruce McColl who was the best Marketing boss I had with an incredibly strong growth mindset. He really inspired curiosity as the core skill within any marketer's toolkit.
What is your most hated business expression?
"Let's Double-click on that"
How can marketers be braver?
By going after the biggest and deepest consumer insights in their category. The clues to the loftiest ambitions are there if you scratch a little deeper for the unmet consumer needs.
Why is being brave in business so important?
It's the best defence against mediocrity!
What is the biggest risk you've taken in your career?
Staking my reputation on founding the Sprintathon. There was every chance that it would have appeared an idiotic thing to do but good fortune was on my side.
Which leader do you admire most and why?
Nelson Mandela for his personal sacrifice and forgiveness. Plus I was lucky enough to meet him.
What inspires or motivates you every day to do what you do?
Helping people to achieve their full potential. I define my purpose as helping others to achieve both high performance and high fulfulment by focusing on what they are really good at.
What's your favourite word?
If you could achieve just one thing in 2021 what would it be?
Tough question. It looks set to be a really challenging year for everyone so I'll be focused on maintaining the wellbeing and vitality of the team since everything flows from there.