Ep 15: Mail puts the fun in insurance with Ed Birth

In a world littered with noise, why does a simple piece of mail still get the most attention? In our next Mail Unleashed episode, Head of Brand Marketing at Hiscox, Ed Birth is here to reveal how selling insurance doesn't have to be about fear.  He’s joined Rory Sutherland to discuss:  The surprising power of humour in creativity in the insurance sector. How mail’s ‘body language’ builds trust. How mail helps you gain a huge share of voice.  Why a single piece of mail can get 132 seconds of attention.  Plus, they share why fun beats fear in marketing.   00:00 Intro  00:41 Welcome to Ed – his journey from agency marketing to Head of Brand Marketing at Hiscox  02:48 How Hiscox’s marketing strategy differs from other insurance companies 06:44 The antidote to fear - The importance humour in creativity when bringing risks to life  07:51 Ed shares an example of fun and disruptive direct mail from Hiscox – the wine-stained letter 10:41 How the tangibility of direct mail helped Hiscox build trust, boost customer satisfaction and strengthen brand identity  17:38 Mail makes you 1 of 1. How mail grabs attention and your share of voice 21:56 Why multimedia campaigns are more effective than single channel campaigns 23:57 Outro   Ed Birth is Head of Brand Marketing at Hiscox. With experience at The Gate London and Audacity, he brings expertise across advertising, integrated and digital marketing. Ed is passionate about creative, trust-building brand strategy.   Follow Ed. LinkedIn - https://www.linkedin.com/in/luke-whitehorn/ X - https://x.com/LukeWhitehorn  Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland  Watch the full episode here:  Website - https://www.marketreach.co.uk/mail-unleashed/luke-whitehorn-domestic-and-general  YouTube - https://youtu.be/NrdoCcfAI78  Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️  LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/  X - https://x.com/MarketreachUK  Facebook - https://www.facebook.com/p/Marketreach-100057126832884/  TikTok - https://www.tiktok.com/@marketreachuk