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Coutts & Co, the UK's leading private bank, has chosen Square One Publishing to produce its first ever customer magazine following a competitive pitch.
The bank's high quality publishing debut A Journal of Interest will be sent to each of its 45,000 private banking members in the UK from the end of November and will be produced on a bi-annual basis.
Following in-depth research, Square One concluded that Coutts customers did not wish to see yet another luxury magazine on fast cars and six-star holidays. Therefore, the agency has created a deliberately understated high-quality journal with a coffee-table feel that customers will wish to collect.
The first edition features include a 'Meditation' on 18th Century politician and aristocratic bon viveur Charles Fox. Despite being a leading abolitionist and campaigner for religious freedom, it was Thomas Coutts himself who had to rescue the great man from his gambling debts. The Coutts customer profiles demonstrate the new face Britain's rich, and include 'Entrepreneur' Ron Martin, the Southend United Chairman. There is also a 'Reflection' on the handbag - a public announcement concealing a private world and an 'Exploration' of the last utopia left on earth; 'Challenges' examines our ongoing obsession with speed, while 'Passion' unwraps the chocolate business.
Simon Chappell, Director at Square One Publishing added: "Coutts is unquestionably one of most prestigious brands in the country and we have devised a ground-breaking creative execution that matches it perfectly. For this exclusive luxury brand with more than a 300-year history, we needed to create something really special, which is exactly what we have done with A Journal of Interest."