Liberty Mutual Initiates Search For Wells Successor

Liberty Mutual Co. last week put Wells BDDP on 90-day notice and said it had retained review consultant Morgan Anderson & Co. to conduct a search for a replacement on its estimated $27 million account.
Steve Sullivan, senior vice president of communications at the Boston insurer, denied that a spate of year-end executive departures from the New York agency–including president Paula Forman and executive creative director Linda Kaplan Thaler–had any bearing on the decision to initiate a review.
Industry sources indicated that Liberty Mutual is dissatisfied with its current advertising.