Staff at Churchill insurance company are always finding something to celebrate - from toasting the birthday of the firm, which has won more than a million customers in 10 years, to dressing in national colours for St George's day. Like the company bulldog mascot that inspired its name, the firm is strong on trust and perseverance - and fun also plays a big part in office life. Martin Long, chief executive and chairman keeps a caring eye and a long rein on the firm he started in 1989 as a subsidiary of the Swiss insurance giant, Winterthur. I asked my recruitment team to look for positive people, regardless of experience said Long. I banned those who had worked in insurance before because they tended to see customers as a nuisance. His philosophy is simple, hire positive staff, train them, treat them well and set them free to do the job. A casual atmosphere is encouraged with dress down Fridays and open plan offices. Managers stay in touch by working on the front line in a different department for half a day each month. The company began with 88 employees selling car insurance from offices in Bromley, southeast London. Now there are eight sites around the country. There is a buzzing atmosphere with an annual ball, Christmas party, fancy dress days and regular charity fund raising events including a Jeans for Genes day to raise money for genetic research. There are regular sports matches with other firms, quiz nights and team lunches out. The firm believes in rewards and staff can nominate colleagues for WOW awards - congratulatory messages sent all around the firm for special efforts, whilst managers can give star performers Top Dog awards including lunch with the chairman. Regular surveys help management to introduce services the staff want - such as a grocery ordering service, cash dispensers and dry cleaning - making staff feel valued.