09/09/04   Churchill, one of the country's leading home and motor insurers, has appointed Square One Group to create a new magazine. The new title will communicate with customers using the same humorous informative approach that has helped establish the Churchill brand. Square One scooped the contract to produce Churchill magazine, which will be published three times per year, following a four-way pitch. The publication's key objective is to produce a high ROI, through increased customer retention, brand awareness and loyalty, encouraging cross-sell and upselling across the company's portfolio and driving traffic to the Churchill website. Peter Corfield, Churchill marketing director said: "Square One's editorial and publishing expertise made them the ideal choice to create a magazine that will help build the Churchill brand and get the customer to interact with it - we are confident that this will have a positive effect on sales, loyalty and customer retention." Signposts to the product services directory and website will be anchored by calls to action tightly linked to features. The sells will be clear and direct, but not aggressive, so they don't irritate or repel readers. The magazine will be a fun, engaging read with inspiring features, competitions and helpful advice. Packed full of talking points to encourage readers to pass the magazine on, it will look at the lives and issues faced by real people. Tone of voice will be informative, cheerful and jargon free reinforcing the brand as a friend, hero, expert and as being reliable, efficient and totally customer-focused. Square One Group director, Sean King said: "This is another significant win for us and we are really excited about creating an effective title that will reflect the brand's trustworthy, down-to-earth personality and ultimately make a real difference to sales." The magazine will launch in September 2004. This marks the latest win for Square One, the fastest growing publishing agency in the UK. Recent wins include Waterstone's, Saks Hair & Beauty, David Morris International, Visit Britain and Britannia Airways.