Agency’s DM Unit Beats 3 Other Shops
NEW YORK–Grey Direct has won the estimated $20-25 million direct marketing account of insurance company Liberty Mutual Group, sources said.
The shop, a unit of Grey Advertising, won the business-to-business account after a two-month review that included Rapp Collins here, Hill Holiday Direct in Boston and Brann Blau in Baltimore, a unit of Snyder Communications.
The last known incumbent on the business was the now-defunct Wells BDDP. Grey Direct referred calls to the client.
Liberty Mutual was especially interested in lowering the cost per piece of its direct-mail business, a service Grey Direct subsidiary Grey Ink could best provide because of its ability to buy paper at a volume discount, said sources.
The client is a unit of Liberty Mutual Insurance, the nation’s No. 1 workers’ compensation insurer. It also specializes in property and casualty coverage.
While Grey Direct becomes the main agency for Liberty’s consumer activity, Kirshenbaum Bond & Partners here continues to handle general advertising.
The Liberty Mutual Group spent $25 million on above-the-line advertising in 1998 and $7 million in the first quarter of this year, according to Competitive Media Reporting.
Calls to the Boston, Mass.-based client were unreturned.
Liberty Mutual is the third significant win this year for Grey Direct, which has added $70 million in new business through June 30. The shop also won Signature and Save the Children.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity