Liberty Specialty Markets: Adapting to change. Together

Liberty Specialty Markets (LSM) is the international insurance and reinsurance arm of Boston-based Liberty Mutual Group, a Fortune 100 company and one of the world’s leading insurance businesses.

Since Chromatic started working with LSM in 2018, the profile of the brand has been raised significantly, supporting Liberty’s goal to be recognised as a leading financial services company.

Liberty’s customers manage and mitigate business risks.  The rapidly changing business environment – shaken up by technological disruption, decarbonisation imperatives, remote working etc. – brings new and inter-connected risks, which are difficult to calculate. These issues, and the opportunities that arise, are too complex and too important to address alone.

Accordingly, customers are asking their insurance carriers to be more proactive, consultative and creative – to work with them to help them thrive and adapt to change, whilst looking after their people and their reputations.

This expectation plays into Liberty’s strengths.  And as a mutual, Liberty is well-positioned to partner with brokers and clients to create insurance solutions for a fast-changing world.

We worked with leaders across the business to talk about their customers’ challenges and the ways that Liberty is working in partnership to address them.

The common theme was the need to ‘adapt to change’.  But more specifically, customers need to become more resilient in response to climate change and emerging risks, while needing to grow and thrive. And of course, customers need to ensure that they provide healthy and inclusive workplaces for their employees.

The campaign uses multiple examples which dramatise how Liberty is addressing these challenges by collaborating with colleagues, brokers and customers, and by working in partnership with data scientists, technologists and academics. These stories show why, where and how Liberty is demonstrating ‘For Mutual Advantage’.

To ensure that Liberty ‘owns’ the concept of collaboration, each headline concludes with the word “Together”.  Whatever the specific story, the focus is partnership.

And to achieve distinctiveness and stand out as effectively as possible across a range of media, we commissioned illustrations by Paul Garland which dramatise the stories in a witty and intriguing way that rewards the viewer for paying attention.

The ‘Together’ campaign is not confined to digital and print advertising. Within Liberty, teams are being encouraged to think and talk further about how they can work together with a range of stakeholders to address change and support resilience, growth and wellbeing.