Liberty Mutual Names Bandits & Friends Its Creative Partner, Shifting Away From Goodby Silverstein & Partners

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In a significant move, Liberty Mutual Insurance has announced that it has appointed Bandits & Friends as its new creative partner, marking a shift away from its long-time agency Goodby Silverstein & Partners. The decision comes as the insurance giant looks to revamp its marketing strategy and connect with a new generation of customers.

Bandits & Friends, a relatively new agency founded in 2019, has quickly made a name for itself in the industry with its innovative approach to advertising and its ability to tap into the cultural zeitgeist. The agency’s founders, who previously worked at top shops like Wieden+Kennedy and 72andSunny, bring a wealth of experience and a fresh perspective to the table.

Liberty Mutual, one of the largest insurance companies in the world, has been working with Goodby Silverstein & Partners for over a decade. During that time, the agency has produced some memorable campaigns, including the popular “Truth” ads featuring a fictional insurance salesman. However, as the insurance landscape continues to evolve, Liberty Mutual has recognized the need to adapt its marketing approach to resonate with a changing customer base.

“We’re thrilled to be partnering with Bandits & Friends,” said Emily Flett, Chief Marketing Officer at Liberty Mutual. “Their unique approach to creative storytelling and their ability to connect with audiences in new and innovative ways aligns perfectly with our goals to modernize our brand and reach a new generation of customers.”

The shift to Bandits & Friends is seen as a strategic move by Liberty Mutual to appeal to a younger demographic and to stay ahead of the curve in a rapidly changing industry. The insurance company has been investing heavily in digital transformation and customer experience initiatives, and the new partnership is expected to play a key role in driving these efforts forward.

“We’re honored to be working with Liberty Mutual, a brand that shares our values and our passion for creativity and innovation,” said Maxx Berkowitz, Co-Founder and Creative Director at Bandits & Friends. “We’re excited to bring a fresh perspective to the insurance category and to help Liberty Mutual connect with customers in new and meaningful ways.”

The appointment of Bandits & Friends as Liberty Mutual’s creative partner is effective immediately, and the agency is expected to begin working on new campaigns and initiatives in the coming months. As the insurance industry continues to evolve, this partnership is likely to be closely watched by industry observers and competitors alike.

In conclusion, Liberty Mutual’s decision to partner with Bandits & Friends marks a significant shift in the company’s marketing strategy and a bold move to stay ahead of the curve in a rapidly changing industry. With its innovative approach to creative storytelling and its ability to connect with audiences in new and innovative ways, Bandits & Friends is well-positioned to help Liberty Mutual achieve its goals and drive growth in the years to come.

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