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NEW YORK Liberty Mutual has sent proposal requests to more than 15 agencies in the review of its estimated $50 million ad account, according to sources.
Pile and Co. in Boston is spearheading the search, which kicked off last week.
Among those asked to challenge incumbent Kirshenbaum Bond + Partners in New York were: IPG’s Avrett Free Ginsberg, Lowe and Deutsch, all in New York, and Mullen in Wenham, Mass.; WPP Group’s JWT in New York; Havas’ Arnold in Boston; Omnicom Group’s TBWA\Chiat\Day in New York; and independent Cramer-Krasselt in Chicago, sources said.
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