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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.
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