BOSTON-Ten agencies have been approached by Morgan, Anderson & Co. to pitch Liberty Mutual's estimated $27 million ad account.
Shops that have been contacted, sources said, are: Lowe & Partners/SMS, Messner Vetere Berger McNamee Schmetterer/Euro RSCG, Gotham, Kirshenbaum Bond & Partners, D'Arcy Masius Benton & Bowles, N.W. Ayer & Partners and Hill, Holliday/Altschiller, all New York; Mullen, Wenham, Mass.; and Ingalls Advertising and Holland Mark Martin Edmund, both in Boston.
Steve Sullivan, Liberty Mutual's senior vice president of communications, could not be reached.
The list will be trimmed to five before the next round, sources said. A final decision is expected in April. Holland Mark developed Liberty Mutual's corporate Web site and handles some trade ads, said agency chairman Bill Davis. Ingalls may also have an inside track, given that the agency's vice president of human resources, Rebecca Sullivan, is Sullivan's wife.
Hill, Holliday is being considered even though its parent, Hill, Holliday, Connors, Cosmopulos in Boston, is lead agency for John Hancock Financial Services, a competitor.
The review was triggered when the client put incumbent Wells BDDP on 90-day notice. -with staff reports