Insurance industry pays respects to former LV and Direct Line marketing executive Guy Hedger

Guy, pictured centre, who also worked at Direct Line, was described as “one of kind” and “a very special friend” by those who knew him well.

Anna Peak, LV broker marketing director, said: “Guy was a creative genius, a much loved colleague and friend who will be greatly missed by so many. Our hearts go out to his family at this devastating time.”

Mike Crane, managing director, LV Broker, added: “The news is tragic and hard to take in. We have lost a very special friend. It’s desperately sad.”

Richard Rowney, LV CEO, continued: “We were all shocked to hear that our friend and colleague Guy Hedger, died over the weekend in such tragic circumstances. 

“An extremely talented marketer, Guy was instrumental in building the LV brand and he will be sorely missed by many.  Our heartfelt condolences and sympathy are with his family and loved ones at this incredibly sad time.”

Guy, 61, was shot by intruders who entered a house in St Ives, near Ringwood, Dorset, just after 3am on Sunday 31 April. He later died in hospital.

The BBC reports the men, who wore balaclavas, stole jewellery including designer watches before fleeing the property.

Emma Banks, the former head of PR at Direct Line and LV, described Guy as “one of a kind,” adding: “He helped create two of the most iconic insurance brands in the UK - Direct Line and LV - and was enormous fun to work with. He was brilliantly creative and passionate and as anyone will say who knew or worked with him, was a unique talent. 

“They say he takes the best ones first. They are right. We will all miss him hugely.” 

Guy joined LV in 2006 and led the highly successful re-brand of Liverpool Victoria to LV, introducing the famous green heart logo and a suite of multi award-winning campaigns with their distinctive ‘dum, diddy, dum’ soundtrack. 

John O’Roarke, the former managing director of LV General Insurance and chief operating officer of Royal Bank of Scotland Insurance, concluded: “Guy was quite simply a wonderful man. He was charming, creative, exuberant, intelligent and stubborn in equal measure. His contribution to LV’s success was enormous. 

“He led the wholesale rebranding of the LV business and the creation of the ‘green heart’ icon - and ultimately the building of an enduring and hugely respected brand. 

“His loss to the industry, while profound, will be nothing compared to his loss to those of us who were lucky enough to count him as a friend. I’ll be raising a glass of the wine he adored - Meerlust Rubicon - in his honour this evening.”