Can In-House Agencies Do It All?
July 22, 2023
By Chris Warren
Liberty Mutual Insurance’s “Truth Tellers” ad campaign was working well. The TV ads are set on a boardwalk in front of New York’s Statue of Liberty and feature humorous characters, like a handsome but bumbling actor who can’t remember his lines. The ads attracted plenty of attention within the advertising industry and, perhaps more important, boosted ad recall by 25 percent.
For years, the TV ads were produced by Liberty Mutual’s external agency partner, Goodby Silverstein & Partners. But last year the insurer decided to tap its own in-house agency, Copper Giants, to spearhead the entire campaign, with all strategy and creative ideation of this campaign now done in-house. This was a significant change in the scope and ambition of the work handled by Copper Giants since the agency’s creation in 2017. “We started with a lot of email and social amplification work,” says Warren Marenco Chase, VP and managing director at Copper Giants, which is part of ANA member Liberty Mutual Insurance. “Today, we do end-to-end creative campaigns.”
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Courtesy of Association of National Advertisers
