Liberty decision to bring 80% of its creative work in-house has enabled the US insurer to cut advertising agency fees by 30%, according to CMO Emily Fink. She said the move had proved "efficient and effective", as the sharing of data between Liberty Mutual's's teams accelerated decision making, reducing both costs and time. Fink said the firm still uses agencies, including Goodby Silverstein & Partners, and said they brought a "very deep understanding" of both the company and their customers to the table.
Liberty Mutual's decision to bring 80% of its creative work in-house has enabled the US insurer to cut advertising agency fees by 30%, according to CMO Emily Fink. She said the move had proved "efficient and effective", as the sharing of data between Liberty's teams accelerated decision making, reducing both costs and time. Fink said the firm still uses agencies, including Goodby Silverstein & Partners, and said they brought a "very deep understanding" of both the company and their customers to the table.