Without a doubt the most challenging client I’ve ever worked on, Liberty Mutual Insurance approached every brief from a very risk-averse position. This shouldn’t surprise anyone; after all, they’re an insurance company. We refreshed a two-year-old campaign by adding an element of relatable (and much-needed) humor into the executions.
This was an enormous client with a media spend that exceeded $200 million annually. The campaign had to be nimble, likable, and smart enough to work across every medium. With annual growth in brand recognition, membership, and quotes, I’d say we did our job.