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The publisher beat Wardour Communications and John Brown Citrus Publishing, both of which have previously produced internal literature for the bank.

Everyone is rolling out in Abbey branches this month. It has a 250,000 print run and will be produced twice a year.

The magazine is edited by former Loaded co-founder Johnny Aldred and contains stories about consumers and how different Abbey products fit into their lives.

Aldred is working with Stacey Thomson, the former managing editor of Marie Claire, and Suzanne Sykes, a former art director of the same title, to oversee the title's editorial direction.

The customer title is the latest stage in the company's rebranding, which was kicked off last year by chief executive, Luqman Arnold.

Arnold called fast-turnaround pitches for its marketing services accounts. Wolff Olins produced the identity, MindShare won the media account, TBWA\London picked up the creative and TBWA\GGT the direct business.

The pitch for the customer publishing business was handled by TBWA\GGT. Abbey previously produced a magazine called Winter Warmer, through Wolff Olins.

TBWA has just unveiled its second burst of advertising, moving away from the relaunch campaign that positioned Abbey as "turning banking on its head". The new ads focus on individual customers' needs.

In May, Abbey, which is in the first year of a three-year turnaround plan, reported losses of £686m for 2003. This was an improvement on the previous year's record £947m in losses.

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