Liberty Mutual has brought creative, digital media planning and buying, consumer insights, and data analytics functions in house.
Insurance giant Liberty Mutual has brought its creative, digital media planning and buying, consumer insights, and data analytics functions in house.
As brands seek cost-effectiveness, transparency, and control over customer data, they have been taking marketing duties in house, ranging from data insights and creative to media-planning and buying. Over the past few years, the insurance giant has built its own digital media planning and buying, consumer insights, and data analytics teams. It's also set up a creative agency called Copper Giants.Brands continue to take their advertising in-house at an unprecedented rate — and it's terrible news for ad agencies
The creative team uses the data and insights from the other teams to inform its work. While the consumer insights team gathers quantitative and qualitative insights of consumers and its category, the analytics group uses that data to optimize its ad spend. Liberty Mutual still uses some outside agencies. San Francisco-based Goodby Silverstein & Partners was behind the creative concept and TV and online videos for its latest"LiMu Emu & Doug" campaign, for example.
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