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NEW YORK NBC has struck a deal with Boston-based insurer Liberty Mutual for a major package of ads across programming tied to Liberty’s “Responsibility Project,” a multiplatform campaign tying into the themes of its current advertising initiatives.
Liberty ad agency Hill, Holliday, Connors, Cosmopulos, an Interpublic Group agency here that created the initial ad campaign and developed much of the “Responsibility Project,” along with sibling Magna Global, brokered the deal with NBC.
The value of the NBC agreement was not disclosed, but Liberty svp, communications Steve Sullivan previously said the company was earmarking $50 million for the “Responsibility Project” for 2007-08 period.
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