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.

Want to Add this Video to Your Website?
Embed Video: 
Rate this Video
1 Star2 Stars3 Stars4 Stars5 Stars
(7 votes, average: 4.29 out of 5)
Loading ... Loading ...

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….

Post a Comment

Similar Videos

Recently Added

ADVERTISEMENT

Featured

  • screenshot
     

    Google Loves Blogs in 2010

    On Point with Peter van Aartrijk and Rick Morgan is an audio conversation with insurance industry leaders who champion change and challenge all of us to think.
    “Don’t be a binge blogger.”
    These are the words of Liz Strauss, a blogger and social media educator, when discussing the importance of consistency over frequency. Other advice for [...]

  • screenshot
     

    The Hanover Expands Out West

    The western United States will be a key growth driver for Worcester, Mass.-based The Hanover Insurance Group Inc. in the next several years. Having just entered into a renewal rights agreement with OneBeacon Insurance Group, The Hanover’s CEO Fred Eppinger spoke with Insurance Journal’s Patricia-Anne Tom about how the agreement is a natural fit for [...]

  • screenshot
     

    CNA Motamed on Underwriting for Profit

    While CNA saw an improvement in its investment income for the third quarter, as did other insurers, economists suggest that overall, the PC industry has to get accustomed to the idea of lower investment income for the foreseeable future. We asked Thomas Motamed, CNA Financial’s CEO and chairman, whether he thinks the industry is prepared [...]

Popular

Random

  • screenshot
     

    Playing the Cross-Over Game

    The soft market’s effect on the economy has forced many standard market insurers to make adjustments in the way they compete for business. This currently includes writing risks that they usually would avoid. James Carey, CEO of Admiral Insurance Co., explains his firm’s reaction to this trend and gives advice on how to [...]

  • screenshot
     

    Human Services 2.0

    On Point with Peter van Aartrijk and Rick Morgan is an audio conversation with insurance industry leaders who champion change and challenge all of us to think.
    In the fifth episode, Peter and Rick talk with Irwin Siegel Agency, Inc. about their trailblazing efforts with social web tools to build online communities in the human services [...]

  • screenshot
     

    The Night Crew

    Any agent, broker or program manager will say finding talented staff is a top challenge. Maybe