Risk insures success for Hiscox USA

This event report outlines how Hiscox USA – a unit of the British insurance provider – boosted its core brand metrics by playing against category conventions.

Risk insures success for Hiscox USA

Stephen WhitesideWarc

Insurance providers naturally prefer conservatism to risk, whether they are approving new policies or rolling out ad campaigns.

More specifically – according to Russ Findlay, Hiscox USA's head/marketing – the imagery and information conveyed by most of the industry's big players in America relies on umbrellas, accidents, misfortune and injury to convince prospective buyers there "is big scary stuff out there", that "bad things will happen to you", and "mayhem is everywhere."

The logic supporting this strategy was obvious: insurance is normally a "grudge purchase" and perceived as an unwelcome –...

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