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Liberty Mutual Reviews Ad Business

Longtime incumbent Hill Holliday plans to defend

Liberty Mutual is reviewing its creative and media business.

The company’s media spending totaled nearly $150 million last year, up from about $116 million in 2011, according to Nielsen. Those figures, however, don't include online spending.

Incumbent Hill Holliday in Boston plans to defend, an agency representative said. Pile + Co. in Boston is managing the search.

Hill Holliday has worked on the brand since 2005. Its current campaign empathizes with people who are beset by accidents. The tagline is “Human.”

The other finalists in the 2005 pitch were Euro RSCG and then incumbent, Kirshenbaum Bond + Partners. Pile managed that search as well.

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