Boston—Pro Media last week leveraged its experience in local spot markets to add broadcast buying chores on Liberty Mutual Insurance's estimated $20 million account.
The independent Natick, Mass.-based agency picked up the business from New York's Media edge:cia without a review.
"We see the [switch to Pro Media] as an im provement on our local spot market TV buying," said Steve Sullivan, svp, communications at Liberty Mutual. "We wanted a shop [that] specialized in local markets."
The client chose Pro Media because of its well-established relationships with broadcast stations across the country, which larger media companies are less likely to have, according to Nancy Ryan, president and CEO at Pro Media.
"We go in-depth and figure out how to capture the market, and I think that's what [Liberty Mutual] was looking for," Ryan said.
Kirshenbaum Bond & Partners and its Media Kitchen unit, both New York, retain creative and planning duties. There will be no changes in those assignments, Sullivan said.
Boston-based Liberty Mutual is the first new client for Pro Media since new-business manager Robert De Flavio joined the shop this summer after a stint as vp, advertising at The Robb Report. "It's a piece of business that we believed should be in Boston," DeFlavio said.
The win is especially sweet for Pro Media because last year it lost its largest assignment—buying chores for the estimated $50 million Staples account. Layoffs followed the loss.
Liberty Mutual runs print and broadcast campaigns annually in the spring and fall. The current effort, which will air through Thanksgiving, retains the 4-year-old tagline, "It's more than insurance. It's insurance in action."
Last year, Liberty Mutual spent $30 million on advertising; so far this year, the company has spent $11 million, per CMR. Liberty Mutual offers residential, automobile, life and disability insurance to businesses and individuals, as well as mutual funds and investment products through Liberty Financial.