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Hill, Holliday Wins Liberty Mutual

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BOSTON Interpublic Group's Hill, Holliday, Connors, Cosmopulos has won the Liberty Mutual advertising account following a review, the client has confirmed. Estimated billings are $50 million.

The Boston agency prevailed over Havas-owned Arnold, also here, and Euro RSCG in New York, as well as MDC Partners' Kirshenbaum Bond + Partners in New York.

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

Consultancy Pile and Co. here oversaw the review process.

"We're looking forward to working with the talented folks at Hill, Holliday," said Steve Sullivan, Liberty Mutual's senior vice president of communications, in a statement. "They demonstrated real insights about our business and showed great creativity in the process."

Mike Sheehan, Hill, Holliday's president and CEO said, "Liberty Mutual is a company for which we've always had great admiration and respect. We were honored to be considered in their review of agencies and we're thrilled to have the opportunity to help them grow moving forward."

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."

This story updates an item posted earlier today with the client's confirmation.