| Type | Wholly owned subsidiary |
|---|---|
| Industry | Financial services |
| Founded | 1989 |
| Founder(s) | Martin Long |
| Headquarters | Churchill Court, Bromley, UK |
| Products | Insurance |
| Parent | Royal Bank of Scotland Group |
| Website | Churchill.com |
Churchill is a UK insurance company based in Bromley, London. Founded in 1989 as one of the country’s first direct car insurance companies, the company has expanded to offer a range of general insurance products. Churchill is a member of the Royal Bank of Scotland Group.
Churchill is famous for its iconic advertising that features a talking nodding dog mascot.
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Churchill Insurance was launched by founder Martin Long in June 1989 as a direct car insurance provider. Long was backed by Winterthur, at that time a Credit Suisse subsidiary. One of Long’s early team members, Henry Engelhardt, went on to found Admiral.[1]
Home insurance was added to the Churchill product range in 1990.
The company grew over the next few years and in October 1993 signed a three year deal to sponsor the World Indoor Bowls Championship.
1994 saw the adoption of a bulldog as the company’s mascot.
In 1995 Churchill launched its first website and a credit card. It also became the first UK insurer to offer motor insurance estimates via interactive media kiosks.
In 1996 Churchill was awarded Investors in People and ISO9002 accreditation. This was also the year that the nodding dog was introduced to its advertising. A new product was also launched in the shape of breakdown cover, provided in association with Green Flag.
Churchill Insurance was named in Britain’s Best Employers for the first time in 1997, the year the company moved to its current headquarters, Churchill Court. Travel insurance and pet insurance products were also introduced.
Motorcycle insurance broker Devitt was acquired in 1999. The company also launched its first e-commerce facility, enabling online car and home insurance quotes.
The following year it acquired the Churchill.com name for online activity and acquired NIG. 2000 also saw it win its first Your Money Awards and it became shirt sponsors of Crystal Palace FC, the football team Martin Long supported and would eventually share the chairmanship of.[2]
Churchill bought Prudential’s insurance business in 2002 before it too were purchased. RBS paid Credit Suisse £1.1bn for the insurer in 2003, bringing Churchill into its insurance division alongside Direct Line – another company Long had been involved in launching. [3]
In 2006 the high profile "Challenge Churchill" campaign was launched, involving the people of Britain challenging the brand mascot to find them cheaper car and home insurance.
A new look website went live in October 2008. The following year the company adopted a new strapline: "Count on Churchill". Television adverts were launched featuring the Churchill dog alongside celebrities including Rolf Harris CBE and Roy Walker.
Churchill will find itself under new ownership by 2013. Following the bail-out of RBS by the UK government in 2008, the EU demanded that certain Group assets be sold off, including the company's insurance division.[4] It is anticipated that the RBS companies will float on the stock market as a stand-alone insurance company.[5]
The Your Money Awards are short-listed by a panel of Your Money readers. Readers then rate the providers on service and product quality. Churchill has been recognised in this way through the following awards:
In addition to the Your Money Awards, Churchill was voted Travel Insurer of the Year 2005 in the International Travel Insurance Journal Awards and Customer Service Complaints Team of the Year in The National Customer Service Awards.
In 1994 it was decided that the company needed a mascot to represent the Churchill brand and differentiate it from former British Prime Minister Winston Churchill.
A staff competition led to the adoption of a bulldog. The first Churchill dog was a real bulldog called Lucas. The company first used a nodding dog in 1996.[6]
The company started selling Churchill nodding dogs in 1997 and the character is now synonymous with the brand name.
In the company's TV advertising the computer-animated Churchill dog is asked whether he can save people money on their insurance to which he responds with his famous catchphrase: "oh yes!".
Churchill's "oh yes" catchphrase is believed to be an impersonation of Potter the janitor (played by Deryck Guyler) the 1970s TV series Please Sir!.
Churchill is voiced by Bob Mortimer. Older ads had Mortimer's voice responding to questions posed by his comedy partner Vic Reeves, but Reeves was removed from the ads after he was convicted of drink driving in 2005.[7]
A Churchill hot air balloon was unveiled in 2004 and was the UK’s largest special shaped hot air balloon. It measured 34 metres wide by 24 metres high and stretched wide and far enough to accommodate 50,000 real bulldogs or 1.3 million nodding dogs. The balloon appears at numerous events across the country (notably the Bristol International Balloon Fiesta and the London Marathon).
In recent years talking soft toys have been added to the range of Churchill merchandise[8] and the character has also launched his own page on social networking site Facebook.
In 2009 Churchill starred in 22 pantomimes around the UK.[9] In the summer of 2010 he made appearances at Pontins holiday camps before returning for his second panto run.
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