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Liberty Mutual Insurance Launches New Commercial Lines Brand Campaign


Company connects with businesses through “passion and people” theme

Liberty Mutual is as passionate about protecting your business as you are about making it thrive. That’s the theme of the newly launched domestic brand campaign for Liberty Mutual’s Commercial Insurance strategic business unit. View the company’s 60 second video here:

Working with Boston-based advertising agency Hill Holliday, the insurer unveiled the campaign internally with employees in July. Externally, the integrated campaign consists of print, radio, video, digital media and sponsorships to increase familiarity and preference with its agent and broker distribution partners and the business community. The campaign demonstrates the breadth of business sizes and industries that the company insures.

“The campaign theme of ‘passion for what we do’ is the core of the partnership we have with our agents, brokers, benefit consultants and customers,” said Deborah McGonigle, chief marketing officer, Liberty Mutual Commercial Insurance. “It’s a reflection of the way our customers feel about their businesses and the way we feel about protecting what they’ve worked hard to build.”

The new advertising campaign coincides with the company’s yearlong effort to successfully transition its eight regional companies from their distinct brands to the Liberty Mutual Insurance brand. “Our agents and brokers confirmed that the Liberty brand resonates more strongly with them and is better known to our current and potential customers,” added McGonigle.

As part of the broader campaign, the company launched its new website at Representing the full offering of commercial lines coverages and services, the site is an important source of information and self-service options for customers or prospects looking to learn more about the company or to locate an independent agent or broker.

About Liberty Mutual Insurance

“Helping people live safer, more secure lives” since 1912, Boston-based Liberty Mutual Insurance is a diversified global insurer and the third largest property and casualty insurer in the U.S. based on 2012 direct premiums written as reported by the National Association of Insurance Commissioners.

Liberty Mutual Insurance also ranks 81st on the Fortune 100 list of largest corporations in the U.S. based on 2012 revenue. As of December 31, 2012, Liberty Mutual Insurance had $120.1 billion in consolidated assets, $101.5 billion in consolidated liabilities, and $36.9 billion in annual consolidated revenue.

Liberty Mutual Insurance offers a wide range of insurance products and services, including personal automobile, homeowners, workers compensation, property, commercial automobile, general liability, global specialty, group disability, reinsurance and surety. Liberty Mutual Insurance ( employs more than 50,000 people in approximately 900 offices throughout the world.


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