Liberty Mutual Eyes 6 in Semifinals

BOSTON Liberty Mutual has named six semifinalists in the review for its ad account, according to the consultancy overseeing the process.

Competing are: Havas’ Arnold here and Euro RSCG in New York; Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston and Mullen in Wenham, Mass.; Omnicom Group’s Merkley + Partners in New York; and WPP Group’s JWT, also in New York, per Pile and Co. here, which is spearheading the search.

Seven-year incumbent Kirshenbaum Bond + Partners in New York, a unit of MDC Partners, gets a free pass into the final round.

Boston-based Liberty Mutual had sent proposal requests to more than 15 agencies [Adweek, Aug. 3].

Estimated billings are $50 million.

Capabilities presentations will be held in mid-September, and finalists, picked later that month, will make pitches on Oct. 21. A decision is due by the end of October.

The financial services 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.”