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In four years, Hiscox U.S.A.'s budget for branded content has jumped from nothing to 15 percent of its overall marketing spend, according to head marketer Russ Findlay.
Along the way, Hiscox, a U.K.-based insurer that targets small businesses, has created an unusually compelling online dramatic series ("Leap Year") and some video interviews with business leaders. Now, the company is doubling down on video Q&As with a new series that reveals gut-check moments for CEO's like Foursquare's Dennis Crowley and Thrillist's Ben Lerer.