Hill Holliday Wins AdweekMedia's Highly Coveted Plan of the Year Award

Today, Hill Holliday announced that it won "Media Plan of the Year” for a campaign spending $10-25 million for Liberty Mutual’s Responsibility Project (www.ResponsibilityProject.com). The award was given by industry trade publication group AdweekMedia.

Now in its 16^th year, The AdweekMedia Plan of the Year Awards (also known as Mediaweek's Media Plan of the Year) recognized 2008’s best media plans as chosen by a distinguished panel of industry experts. Media plans are the strategies used by companies to select, buy or create the various media vehicles used to communicate a message.

Adweek, Mediaweek, and Brandweek’s June 15^th issue features a profile of Hill Holliday’s award-winning campaign showcasing Liberty Mutual’s Responsibility Project.

"The campaign has always been about the way Liberty Mutual felt about its customers, its work and its people. To see through the Responsibility Project that the issue of personal responsibility continues to strike a chord is wholly gratifying and tells us that a noble initiative can build as well as strengthen a brand,” said Paul Alexander, Liberty Mutual’s senior vice president of communications.

"We are thrilled to be honored because this project executes on many of the key principles of modern media – sharing, searching, linking, and deep respect for the user,” said Baba Shetty, chief media officer, Hill Holliday.

Judges were impressed by Hill Holliday’s results for Liberty Mutual. The fully integrated campaign included print, radio, television, display ads, search ads, branded entertainment and social media and drove more than 1.4 million unique visitors to www.ResponsibilityProject.com through December 2008. Brand measurement studies proved that visitors to the Responsibility Project Web site had a significantly improved impression of Liberty Mutual including a much higher awareness of its brand. The Web site not just attracted but engaged visitors, who stayed on the site for seven minutes on average (for perspective, a typical corporate site visit lasts less than four minutes).

Since 2002, Hill Holliday has been the most honored full-service agency by Mediaweek, earning five awards. Wins have been in multiple categories including Media Plan of the Year for the Spending More than $25 Million and Best Use of Local Television & Cable.

About Hill Holliday

Hill Holliday, owned by the Interpublic Group of Companies (NYSE: IPG) and headquartered in Boston with offices in New York, Miami and Greenville, S.C., is one of the top communication agencies in the nation. Hill Holliday has won every major award for advertising excellence and effectiveness and has among its roster of clients leading national and regional brands including Bank of America, Chili’s Grill & Bar, Covidien, CVS/pharmacy, Dunkin’ Donuts, Harvard Pilgrim Health Care, The J.M. Smucker Company, Liberty Mutual, The Massachusetts State Lottery, Novartis, Partners HealthCare, TJX Companies, and Verizon Wireless. Hill Holliday can be found on the Web at http://www.hhcc.com.

About Liberty Mutual Group

Boston-based Liberty Mutual Group is a diversified global insurer and fifth largest property and casualty insurer in the U.S. based on 2008 direct written premium. The Company also ranks 86th on the Fortune 500 list of largest corporations in the U.S. based on 2008 revenue. As of December 31, 2008, Liberty Mutual Group had $104.3 billion in consolidated assets, $94.2 billion in consolidated liabilities and $28.9 billion in annual consolidated revenue.

Liberty Mutual Group offers a wide range of insurance products and services, including personal automobile, homeowners, workers compensation, commercial multiple peril, commercial automobile, general liability, global specialty, group disability, assumed reinsurance, fire and surety.

Liberty Mutual Group (www.libertymutualgroup.com) employs over 45,000 people in more than 900 offices throughout the world.

About The Responsibility Project

The Responsibility Project, created by Liberty Mutual, is an organic evolution of the company’s ad campaign that showcased personal acts of responsibility and daily examples of ordinary people making the decision to do considerate things for strangers. These ads featured the tagline, "Responsibility. What’s your policy?” Through The Responsibility Project, Liberty Mutual is using entertaining content, including independently produced short films, online content and a partnership with NBC Universal to deliver television programming, as catalysts for examining the decisions that confront people trying to "do the right thing.” Individuals can participate in online conversation about personal responsibility and watch and discuss live-action and animated short films at The Responsibility Project Web site and online community at www.ResponsibilityProject.com.