Direct Line chief executive Ian Chippendale has criticised insurers for focusing on technical issues rather than marketing.

Speaking at the CII conference in Edinburgh, Chippendale said: “Insurers are focused on technical issues like policy wording and conditions rather than marketing.”

He added that if insurers wanted to be successful, they had to create resources to increase marketing, especially of brands.

Chippendale, who is also chairman of the Association of British Insurers' (ABI) general insurance committee, critised insurers' advertising strategies.

“There is inconsistency. We look at the advertising of our competitors and it chops and changes. I see a £5m campaign run one year and then it is changed completely the next,” he said.