Liberty Mutual Issues an RFP to Expand Its $400 Million Creative Advertising Business

Review concerns insurance giant's B2C division

The business has been with Havas New York since 2013.
Facebook: Liberty Mutual Insurance

Liberty Mutual, one of America’s largest insurance companies, has issued its first creative agency RFP in more than three years. The purpose of this move is to expand its marketing efforts in the United States by way of unspecified “new concepts.”

The review specifically concerns the company’s personal insurance or business to consumer (B2C) unit. According to a Liberty Mutual spokesperson, Havas New York, which has been incumbent on the account since 2013, will compete for this additional work while also retaining a space on the client’s roster. The review does not affect Liberty Mutual’s commercial property and casualty insurance unit, for which IPG’s Hill Holliday has been creative agency of record since 2005.

“At Liberty Mutual, we are always evaluating new and breakthrough ways to reach consumers in this highly competitive market,” a client representative told Adweek. “While we have been very happy with the success of our current ad campaign, in addition to that work we are also examining innovative, dynamic initiatives to further engage consumers. A natural extension of this includes exploring new concepts and adding potential new creative partners to our existing roster as we look to evolve our campaign.”

The campaign in question is “Liberty Stands with You,” which promotes the company’s car insurance products via broadcast TV spots featuring customers who address the camera while standing in front of New York’s Statue of Liberty. But the client has also recently explored more adventurous tools like virtual reality, as in a Facebook-ready “choose your own adventure” campaign produced by Havas New York last year.

Hill Holliday was both media and creative agency of record for Liberty Mutual from 2005 to 2012, when a review saw the provider split its business between the IPG network on B2B and Olympics-related work, Havas New York on B2C creative and Publicis Groupe’s Optimedia (now known as Blue 449) on media planning and buying.

According to the latest numbers from Kantar Media, Liberty Mutual spent just over $400 million on measured media to promote its business in the U.S. last year and $75 million in the first quarter of 2017. These numbers are more than double the estimates listed for 2012.

They also reflect the entirety of Liberty’s marketing budget with no distinction between the B2B and B2C portions of the business.

Representatives for Havas have yet to offer comment on the news.