Direct Line Group (previously RBS Insurance) has a range of well-known brands, such as Direct Line, Churchill and Green Flag. It’s the largest personal lines insurer in the UK with 15,000 employees.
More than a mouthpiece
After working with the business on strategic projects, in 2011 Words&Pictures was approached to help produce a pilot magazine to reach the entire workforce. With RBS Insurance’s transition to Direct Line Group, the publication needed to support the organisation’s cultural change programme – ‘BEST’ – by gaining readers’ trust and becoming recognised as an honest reflection of their experience.
Lunch and takeaways
The result – Cover magazine – communicates the Group’s core values and unites different brands across the business by concentrating on real people stories. It features take-away learnings: easily accessible information that is relevant across the business and helps people to understand changing roles.