Liberty Insurance has appointed RMG as its new creative agency following a pitch that involved Bloom, RMG, Havas and Owens DDB.
RMG is part of the DDFH&B Group and it will begin working with Liberty next month. RMG already handles the digital advertising for Liberty. The account was previously handled by Rothco which resigned it earlier this year. Una Herlihy of Open Communications managed the pitch process.
Liberty Insurance provides car and home insurance to the Irish consumer market along with commercial insurance to the business sector and is the first ever partner of both GAA Hurling and Camogie. Liberty Insurance is part of the Liberty Mutual Insurance Group.
“Liberty Insurance is delighted to appoint RMG as our new creative agency partner” said Deirdre Ashe, Director of Personal Lines at Liberty Insurance. “The quality of the work from the shortlisted agencies was strong but RMG were selected as the preferred partner as their response to the brief demonstrated they were a good fit for our business. We believe their creative and strategic skills, their understanding of our key target audiences, allied to their proven digital expertise, will help us to achieve our ambitious commercial objectives in what is an extremely competitive marketplace”.
Head of RMG Marty Kane said: “We’re delighted to have Liberty Insurance fully on board. Our relationship with Liberty Insurance began early last year, supporting the brand with search engine optimisation and social media. Since then we have come to understand the brand and the challenges it faces from both a consumer and a market standpoint. This year will present further challenges, and we look forward to embracing these challenges with the marketing team and collaborating to build the brand and the business
