Liberty Mutual in Play | Adweek Liberty Mutual in Play | Adweek
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Liberty Mutual in Play

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NEW YORK Liberty Mutual has put its estimated $50 million ad account into review, tapping Pile and Co. to handle the process, sources said.

The consultancy could not immediately be reached for comment, nor could agency incumbent Kirshenbaum Bond + Partners in New York, a unit of MDC Partners. Sources said the agency would likely defend the account.

Both creative and media chores are up for grabs, and initial materials are due back at Pile and Co. in mid-August, sources said.

The Boston-based 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 because otherwise she'd end up having to worry about tax brackets and carbohydrates.

The campaign is tagged, "It's more than insurance, it's insurance in action."