Issue: Liberty Mutual, Doing the Right Thing

The insurance company knew the message it wanted to send in order to be in the top five, but the challenges were many

Insurance company Liberty Mutual had an ambitious goal in late 2005: to become one of the five largest auto insurers in the U.S. In the auto insurance business since 1918, Liberty Mutual was in the top 10, but it was seeing its market share shrink rather than grow. And it was seeing itself outspent on advertising by the dominant players by a margin of 5 to 1.

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