Square One wins Norwich Union customer magazine

by Daniel Farey-Jones, Brand Republic 31-Jan-07, 07:00

LONDON - Square One is to relaunch Norwich Union's customer magazine after winning the account in a six-way pitch involving incumbent Halcyon Publishing, Forward, River, Redwood and Atom.

After six quarterly issues with Halcyon as Norwich Union Magazine, the title has been given a facelift, reduced pagination and a new title, Real Living. It will change frequency to three times a year. The next issue is out in February.

The issue will be mailed to an ABC-certified database of 500,000 named Norwich Union policyholders.

It will cover financial and lifestyle issues through a range of features including product news, tips, interviews, and features on home, travel and the environment.

Square One worked with the insurer to develop a "complex segmentation strategy" targeting 18 different types of customer, ensuring that customers get a magazine that is highly relevant to them.

Third parties will also be able to advertise and place inserts in the magazine.

Liz Habgood, strategy manager for the magazine and electronic e-zine 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 while also explaining some of our more complex products."

Norwich Union's e-zine is handled by Alchemy Worx.

Square One was recently appointed by RAC, Norwich Union's sister company in the Aviva Group, to produce a customer magazine after a successful trial last summer.

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