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In a break with its peers, business insurer Hiscox is running full force into risk.
The company's new campaign from Doremus features men and women who took chances to open and expand their own businesses, be it an architectural firm or gym. The tagline is "Encourage courage."
Hiscox, a U.K. player that entered the U.S. market six years ago, competes with the likes of Zurich Insurance Group and Beazley. Typically, insurance ads talk about minimizing risk not embracing it.
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