GS&P Beats McCann, Grey and Havas to Win Liberty Mutual Review

By Patrick Coffee 

In case you missed it, Liberty Mutual’s three-plus month review ended today with the insurance giant picking Goodby Silverstein & Partners to handle creative for its consumer business unit.

A statement from consumer markets CMO Emily Fink, via the Adweek report:

“We are very excited to work with the talented team at Goodby Silverstein & Partners. They bring proven experience in growing national brands, accomplished creative leadership, as well as strong strategic thinking and analytic capabilities to the table—all of which will drive our brand and business to the next level.”

As noted in our August post, the final rounds of the review pitted incumbent Havas, which won the business back in 2013, against GS&P, Grey and McCann New York.

Liberty Mutual will no longer work with Havas creative as of January 1, but the Havas Helia division will retain the CRM portion of the business.

From Havas:

Liberty Mutual is a fantastic company, and has been an amazing client and partner for the last three years. In that time, Liberty has grown from the No. 6 Home and Auto Insurance Provider to No. 3.

Together we have built one of the most iconic advertising campaigns the insurance category has seen—”Truth Tellers.”

Thus, we are disappointed in Liberty’s decision to part ways but wish the them nothing but the best and look forward to potential opportunities down the road.

The precise size of the win is not clear at this time, but one source close to the review estimated the total annual revenue from this business at $8-12 million.

Hill Holliday has been creative AOR for the larger brand since 2005, and that won’t change. The company spent more than $400 million in measured media last year, according to Kantar.