Executive Summary
Insurance companies make money by minimising their exposure to risk. Maybe no surprise, then, that it's not exactly a category that's associated with the most daring advertising and brand communications either. But in creating the Cyber Threat campaign, the marketing and agency team at Hiscox team were brave enough to push for something great, when 'good' had been working just fine.
When the same old data and insight told us to stick to the same old type of messaging, we decided we needed to twist instead. It led us to challenge the data, and to dig deeper into...