Liberty Mutual Puts 4 in Finals

BOSTON Liberty Mutual has named four finalists in the review of its estimated $50 million ad account, sources said.

Competing are: Havas’ Arnold and Interpublic Group’s Hill, Holliday, Connors, Cosmopulos, both here, and New York agencies Euro RSCG, a unit of Havas, and MDC Partners’ Kirshenbaum Bond + Partners.

KB+P is the seven-year incumbent and got a free pass into the final round.

Out of contention are IPG’s Mullen, Omnicom Group’s Merkley + Partners and WPP Group’s JWT. Mullen is based in Wenham, Mass., the others pitched from their offices in New York.

Consultancy Pile and Co. here, which is spearheading the search, did not immediately return calls seeking comment, nor did client officials.

Agency executives either declined comment or could not be reached.

Finalists are scheduled to make pitches on Oct. 21. A decision is due by the end of October.

The Boston-based financial services client broke work in April that targeted corporate and individual consumers and positioned the company as a proactive insurance partner that stays ahead of the curve. One TV spot showed Eve declining the serpent’s offer of an apple to avoid concerns about tax brackets and carbohydrates. The campaign is tagged, “It’s more than insurance, it’s insurance in action.”