One yr after Goodby Silverstein & Companions laid off govt artistic administrators David Suarez and Danny Gonzalez throughout an organization restructuring, the pair has gained the Liberty Mutual Insurance coverage account away from GS&P for its new company, Bandits & Associates.
Liberty Mutual confirmed to ADWEEK that Bandits could be the lead companion to its inside artistic store, Copper Giants. The shift comes as Liberty Mutual has minimize its media spend over the previous three years. In accordance with COMvergence knowledge, the model spent $750 million on measured media in 2021, $650 million in 2022 and $425 million in 2023.
“We’re excited to embark on a brand new collaborative artistic mannequin through which an exterior company works in live performance with our inside company, Copper Giants, to create new and thrilling work that may assist drive our enterprise ahead,” a model spokesperson informed ADWEEK.
CMO Jenna Lebel has served because the model’s prime marketer for almost 5 years, and the prior relationship with Gonzalez and Suarez performed a task within the shift. The model spokesperson informed ADWEEK that the company is “intimately accustomed to our model” as Gonzalez and Suarez developed the “LiMu Emu and Doug” marketing campaign. “They are going to be chargeable for the extension of that marketing campaign and new artistic exploration,” the spokesperson stated.
Liberty Mutual is considered one of a rising variety of manufacturers aligning outdoors artistic companions with inside artistic outlets. For example, DoorDash—which has Intestine, The Martin Company and Wieden+Kennedy on the roster—leans on its inside store, Superette, as its “artistic AOR.” PepsiCo has various exterior companions, however most work alongside its inside store, Sips and Bites.
It’s the most recent win for Bandits & Associates, which Gonzalez and Suarez, alongside president Courtney Berry, launched 10 months in the past. The company has already added The Athletic, Present-Me Organics hashish, The Climate Firm, Nationwide Girls’s Soccer League (NWSL) and Angi, which was previously often known as Angie’s Record.
“As a completely unbiased small company, we’re proud to welcome Liberty Mutual as our newest pal inside a yr of launching,” Berry informed ADWEEK. “Their priorities are attention-stealing work and a terrific relationship with their companions, which totally aligns with our ethos.”
The company has grown from the three co-founders to roughly 15 individuals, with current hires coming from Droga5 (together with group artistic administrators Nicholas Bauman and Rob McQueen), Mojo Grocery store, Arnold, MAL, Zulu Alpha Kilo and extra. It additionally lately opened an workplace in New York’s Flatiron District.
Following the account loss, GS&P co-founder Jeff Goodby informed ADWEEK in a press release, “We love insurance coverage and are proud to have moved Liberty Mutual to file consciousness, whereas seeing the jingle turn out to be one of the vital acknowledged in promoting.” The company informed ADWEEK that it wanted simply three years to take LiMu and Doug to 84% consciousness.
