Hiscox: How a double bluff doubled our returns
Principal Authors: Matt Wyatt, VCCP; Sarah Murrin, Hiscox
About this paper
What’s the best way of targeting an IT consultant? A snappy headline? An image of a microchip?
Familiar clichés appear time after time. However, a shot of a server bears little significance to a programmer; HTML code will be irrelevant to someone who installs IT systems for multinational companies.
IT consultants were used to this treatment. Despite being a diverse, influential and lucrative audience, few brands had taken the time to think about how to talk to them.
That was...