Mail Unleashed with Rory Sutherland Ep 15: Mail puts the fun in insurance with Ed Birth
Jan 13, 2026
Ed Birth, Head of Brand Marketing at Hiscox and former agency creative, talks about using humour and creativity to make insurance feel human. He explains how tactile direct mail builds trust, grabs attention and earns huge share of voice. Hear why a cheeky wine-stained letter worked, how timing and targeting boost impact, and why fun often outperforms fear in marketing.
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Specialism Over Price
- Hiscox positions itself as a specialist insurer that competes on expertise and quality rather than price.
- That distinctive positioning shapes creative tone and customer targeting across campaigns.
Use Humour To Counter Fear
- Use humour to communicate real risks without resorting to fear-mongering.
- Wrap punchy risk messages in levity so they land without alienating high-net-worth audiences.
Wine‑Stained Letter Example
- Hiscox mailed a personalised letter stained with red wine to dramatise home-content risks.
- The tactile, intriguing format prompted recipients to open and engage with the risk story.