Liberty to Grey Direct

Agency’s DM Unit Beats 3 Other Shops
NEW YORK–Grey Direct has won the estimated $20-25 million direct marketing account of insurance company Liberty Mutual Group, sources said.
The shop, a unit of Grey Advertising, won the business-to-business account after a two-month review that included Rapp Collins here, Hill Holiday Direct in Boston and Brann Blau in Baltimore, a unit of Snyder Communications.
The last known incumbent on the business was the now-defunct Wells BDDP. Grey Direct referred calls to the client.
Liberty Mutual was especially interested in lowering the cost per piece of its direct-mail business, a service Grey Direct subsidiary Grey Ink could best provide because of its ability to buy paper at a volume discount, said sources.
The client is a unit of Liberty Mutual Insurance, the nation’s No. 1 workers’ compensation insurer. It also specializes in property and casualty coverage.
While Grey Direct becomes the main agency for Liberty’s consumer activity, Kirshenbaum Bond & Partners here continues to handle general advertising.
The Liberty Mutual Group spent $25 million on above-the-line advertising in 1998 and $7 million in the first quarter of this year, according to Competitive Media Reporting.
Calls to the Boston, Mass.-based client were unreturned.
Liberty Mutual is the third significant win this year for Grey Direct, which has added $70 million in new business through June 30. The shop also won Signature and Save the Children.