Liberty Mutual’s Personal Responsibility Campaign, Take 3: Out-Buzzing the Big Spenders

Not every insurance company is able or willing to spend billions on advertising to get business. Liberty Mutual's Responsibility: What's Your Policy Campaign and its Responsibility Project proves there is a way to outbuzz rather than outspend the competition and build relationships with prospects, contends Steve Sullivan, senior vice president of communications at Liberty Mutual, in this segment of an interview with Insurance Journal's Andy Simpson.

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