14/02/07

Norwich Union, the largest general insurer in the UK, has appointed Square One Publishing to revamp its customer magazine after a six-way pitch of leading customer magazine publishers.

Norwich Union, part of insurance group Aviva, Norwich Union is set to relaunch its magazine in February under the new title Real Living (previously Norwich Union Magazine). Real Living will be mailed three times a year (February, May and October) directly to an ABC certified database of 500,000 named Norwich Union policy holders. Square One worked with Norwich Union to develop a complex segmentation strategy, ensuring that customers get a magazine that is highly relevant to them.

The new lifestyle publication will tackle financial and lifestyle issues that matter to its customers and will include a range of entertaining and inspirational features. These will include various sections such as ‘Outlook,’ which will contain Norwich Union news and products as well as relevant tips and articles. ‘Regulars’ will highlight gadgets and a range of interviews, while the ‘Features’ section will cover home, life, travel and environmental issues.

Liz Habgood at Norwich Union Insurance said: “Real Living lets us talk to our customers on a regular basis. It’s a great way for us to create a dialogue with them and it adds value whilst also explaining some of our more complex products such as ‘Pay As You Drive’™.”

“We’re delighted with the work on the relaunch so far, and are looking forward to working with Square One to produce an extremely effective customer communications vehicle.”

Simon Chappell, Director at Square One Publishing, said the agency’s diverse strengths helped it land this significant account. He added: “Feedback from the client is that we secured the account based on a combination of highly effective customer targeting and on-brand creative. Norwich Union is a very strong brand and it’s a prestigious account to win.”