Uncommon Deepens Hiscox Partnership with CRM Win

Following a competitive pitch run by AAR, Uncommon's CX practice has been appointed CRM agency partner for Hiscox UK, covering both direct CRM and broker ABM.

It marks a significant shift in Hiscox’s approach to customer comms, as the specialist insurer moves from campaign-led to always-on programmes.

Uncommon will work closely with Hiscox and Havas CX Martech capability to build a scalable programme. The win not only marks a significant step in how Hiscox builds a commercial engine through CRM but also extends the existing advertising relationship across the full customer lifecycle.

The win coincides with Uncommon’s latest work for Hiscox. The next chapter of ‘The Most Disastrous Campaign Ever’ marks Hiscox’s return to UK TV advertising for the first time in nearly 10 years. The new set of TV ads ‘accidentally’ go wrong in a series of interesting and amusing ways to show that running a small business can come with some unexpected risks.

Jonathan Goodman, founding partner, Uncommon CX said, “We believe that the brand needs to show up full force at every touchpoint so are excited to expand our relationship with Hiscox. The studio’s work to date has shown how creative and differentiating B2B comms can really be. We’ll be applying that same degree of creativity and craft as we bring the brand to life across all direct-to-customer and broker marketing.”

​Fiona Mayo, CMO, Hiscox UK said, “Having worked with Uncommon for several years now we were very clear on their creative excellence and passion for our brand. We were delighted to see this continue through into the world of customer communications, and to be joined up with leading thinking around the role of AI and unlocking our martech solutions for our next stage of growth.”