Alternative marketing thinking

iCONTRACT

Liberty Mutual Presents

New approach from NBC and Hill Holiday, the agency for Liberty Mutual. As part of Liberty’s Responsibility Project NBC will air two made-for-TV movies for which Liberty will be the name sponsor, ads in the 2008 Summer Olympics in Beijing, NBC election coverage and sponsorship in various NBC digital platforms. One of the telefilms, Kings, will air in September. A second film, delayed by the writers’ strike, will air in May 2009. In both cases, “Liberty Mutual Presents” will be incorporated into the title. Steve Sullivan SVP of communications at Liberty said the goal is “creating a long-term emotional connection to our brand” with consumers. The deal, he said, gives Liberty “the opportunity to become involved earlier in the creative process to support projects that align with our brand message.” He also noted that while Liberty talked to several networks, “NBC stepped up, got the concept and ran with it.” More about the idea here.

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