Liberty Mutual appoints Bandits & Friends as its creative partner, moving away from Goodby Silverstein & Partners.
Here's the rewritten article:
🔥🔵 Breaking News: Goodbye to Goodby Silverstein & Partners - Hello to Bandits & Friends**! 🔥🔵
In a shocking twist, just a year after axing top talents David Suarez and Danny Gonzalez in a company restructuring, they've snatched the coveted Liberty Mutual Insurance account from their former agency, Goodby Silverstein & Partners. 🔥🔵
Liberty Mutual confirmed to ADWEEK that the dynamic duo's new agency, Bandits & Friends, will be the lead partner to its internal creative shop, Copper Giants. This shift comes as Liberty Mutual has trimmed its media spend over the past three years. According to COMvergence data, the brand shelled out a cool $750 million on measured media in 2021, $650 million in 2022, and a more modest $425 million in 2023. 💸💰
"We're stoked to kickstart a fresh, collaborative creative model where an external agency links arms with our internal agency, Copper Giants, to churn out groundbreaking work that'll fuel our business's growth," a brand representative shared with ADWEEK.
CMO Jenna Lebel, Liberty Mutual's top marketer for half a decade, has played a pivotal role in the shift due to her prior bond with Gonzalez and Suarez.
🔍 Investigating further, it seems Liberty Mutual collaborates with external creative agencies occasionally. For example, Sweet Rickey[1] has produced content for them, hinting at the brand's openness to external creators for their media content. As for the implications of this partnership on Liberty Mutual's media spend, it's tricky to gauge without explicit details on the collaboration between Copper Giants and Bandits & Friends. However, these collaborations often result in more targeted and effective marketing campaigns, potentially optimizing media spend by boosting engagement and reach.
Lastly, Liberty Mutual engages in various partnerships and sponsorships, like the Liberty Mutual Scholarship Foundation's funding toward scholarships, all part of broader marketing strategies[4]. But detailed information about Copper Giants and Bandits & Friends is needed to fully understand their impact on Liberty Mutual's media expenditures. 🤪😉
So, brace yourselves, world! The dynamic duo is back, and this time they're taking Liberty Mutual to new heights. Let's see if their creative genius can push the brand even further ahead in the competitive insurance market! 🚀🔥💖
- Despite the recent restructuring, Goodby Silverstein & Partners has lost the Liberty Mutual Insurance account to a new agency called Bandits & Friends, spearheaded by former employees David Suarez and Danny Gonzalez.
- Bandits & Friends is set to be the lead partner to Liberty Mutual's internal creative shop, Copper Giants, in light of the brand's decreased media spend over the past three years, with expenditures amounting to $750 million in 2021, $650 million in 2022, and $425 million in 2023.
- The collaboration between Bandits & Friends and Copper Giants aims to produce innovative and growth-fueling content, as per a brand representative's statement to ADWEEK.
- Intriguingly, Liberty Mutual has occasionally worked with external creative agencies for media content, such as Sweet Rickey, hinting at the brand's acceptance of outside creators, and potentially optimizing media spend through more targeted and effective marketing campaigns.
