Liberty Mutual Doubles Ad Spend On Web-Based Films-MediaPost Publications

Liberty Mutual Doubles Spend To Back Web-Based Films

Speaking at Thursday's Association of National Advertisers' conference in New York, Stephen Sullivan, SVP/communications for Liberty Mutual Group and chairman of ANA's Board of Directors, said that programs like The Responsibility Project reflect the maturity of the Web.

by Karl Greenberg, Friday, Feb 29, 2008 5:00 AM ET

BOSTON-BASED INSURANCE COMPANY LIBERTY MUTUAL is doubling marketing spend this year to back a raft of Web-based films that carry its "do the right thing" theme to a Web movie effort, The Responsibility Project, at

The project involves films about people faced with ethical choices. The company has also launched a new raft of TV ads that evolve the responsibility theme it launched in 2006. Hill Holliday, Boston handles.


The new campaign comprises a number of ads, each of which is a vignette following one person doing the right thing. That's a departure from earlier ads, which have had a "pay it forward" aesthetic, with different people acting altruistically in chain-reaction fashion. Sullivan said the ads will also live online.

"We made a major financial commitment to produce 20 original films this year that will be put on our Web site and will be published in a way that will be very easy to share. People will click and drag and put them in e-mails," he says. 

Sullivan pointed out that the company's target--buyers of car and homeowner's insurance--gives Liberty Mutual a narrow aim. "We want to address large numbers of people and establish an emotional connection with them, but we don't have a huge disparity in demographics."

Sullivan describes today's media landscape as a three-dimensional mosaic. "It used to be you would do your media plan with three broad paintbrushes [covering the three major networks at the time].

Read the full story.