The appointment of a customer magazine publisher to handle this part of LMUK's customer communications marks a change in strategy for the loyalty group. The mailing was produced by its direct marketing agency, Harrison Troughton Wunderman.
The quarterly mailing tells Nectar cardholders about the products for which they can exchange their Nectar points.
Richard Campbell, the marketing director at LMUK, said: "We wanted to inject new ideas and a free editorial approach and this is something Redwood showed to us."
Redwood's first issue will come out in February.