Liberty Mutual’s Personal Responsibility Campaign, Take 1: Customer and Employee Research

Few insurance advertising and marketing efforts have create a stir like Liberty Mutual’s Responsibility: What’s Your Policy Campaign. Steve Sullivan, senior vice president of communications at Liberty Mutual, is one of the people responsible for the campaign. In this segment of an interview with Insurance Journal’s Andy Simpson, Sullivan discusses how important consumer and even employee research was in the development of the campaign.

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User Comments

  1. joe

    July 22, 2008 at 7:27 am

    Neither Sullivan nor L-M are THAT smart
    What they did was to plagerize on Allstate’s (rather good) “Are you in good hands” commercial
    For me, I think of L-M as that company with the slip-proof floor in the supermarket

  2. Lannie D'Ursa

    July 30, 2008 at 11:19 am

    what a crock – feel good fluff.

  3. James

    July 31, 2008 at 11:40 am

    ZZZZZZZZZZZZZZZZZZZZZZZZZZZ………Allstate should sue for infringement

  4. Erik

    July 31, 2008 at 6:48 pm

    I think they are strong, well done ads. I don’t think they are quite as purely effective as Allstate’s fear based ads (which are also quite well done – I love the one that asks what would you do if you were the defendant sitting courtroom, gives me the shivers) but I think they might be more effective at differentiating better customers. They remind me more of Pemco’s older ads (not the silly ‘what seattle personality type are you?’ ads,) than the current Allstate collection.

  5. Judy

    August 5, 2008 at 11:49 am

    After more than 7 years as a customer they now treat my company like a redheaded step child. Trying to do the right thing. What a joke! It should be trying to do the right thing for Liberty Mutual. If you are looking for a real insurance company try Zurich!

  6. Deborah Meador

    August 11, 2008 at 3:11 pm

    How about taking responsibility for issuing Workers’ Comp checks? That would be “doing the right thing” don’t you think? Or, is Tennessee trying to break the penalties assessed in Texas. My family is suffering guys, and your “make the injured worker jump through hoops” mantra is shameful.

  7. cannt touch did

    August 12, 2008 at 11:31 am

    what a crock of poo!
    liberty mut literly screwed homeowners customers with smashing rate hikes….

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