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27: Every product tells a story – Hiscox Insurance Encourages Courage

Russel Findlay

Russ Findlay is the head of marketing for the U.S. at Hiscox, an international specialty insurer with a 115-year history. Prior to Hiscox, he worked in consumer packaged goods with companies like Unilever, Pepsi and IHOP. In this podcast, he discusses marketing in general and his career path from CPG to the world of financial services.

For Findlay, working in financial services presents a unique challenge because of the intangible element inherent in the category: “Having a product that you can’t see it, you can’t hold it, you can’t go to a store and look at it — it’s something that you have to convey to the consumer and the consumer’s mind,” says Findlay. He goes on to add, “That makes storytelling and how you bring the product to life even more important.”

Highlights from this week’s “Marketing Today” podcast include:

  • CPG and financial services: how the product gets to market is surprisingly similar. (2:00)
  • Moving from a role in CPG to financial services: the switch to the “intangible.” (4:20)
  • Digging into the marketer’s toolbox. (7:38)
  • Obstacles as a pathway: going to market in unconventional ways. (10:00)
  • Motivating through “positive” risk: the antidote to risk is courage. (12:50)
  • Keeping the main thing the main thing: the CMO’s role as an influencer. (18:00)
  • Rapid change and shifting landscapes: the future of marketing. (28:00)