Liberty Mutual Launches Review


By Kiran Aditham Comment

We’ve received confirmation that auto/home/life insurance brand Liberty Mutual is putting its creative and media accounts into review. Both have been handled since 2005 by Boston-based Hill Holliday, which sources say will defend. HH isn’t commenting on the matter, but we’ve been told that the Liberty Mutual creative and media reviews will be handled separately. Sources add that Liberty Mutual has recently brought on a new CMO and the brand is looking more closely at the metrics and ” moving the sales number,” hence its move.

Some of Hill Holliday’s notable work for the brand over the years includes the Webby-winning “Responsibility Project” and the more recentĀ  “Humans” campaign (spot above), which kicked off during last summer’s Olympics. As has been reported, Hill Holliday, which recently welcomed a new CEO, is also still vying for the Cadillac creative biz (no update as of yet on this).