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

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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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