As a result, the company launched Copper Giants, an in-house creative agency focused on producing marketing content for Liberty Mutual and its subsidiary brand Safeco.
The broad framework meant that creative teams—about 30 people who handle creative concepting, graphic design, video editing and other tasks—could work on hundreds of projects across all the different initiatives. This approach aimed to make work more engaging and satisfying. At the same time, Liberty Mutual would gain synergy through a more co-ordinated approach.
Yet, in order to put the plan fully into motion, Liberty Mutual recognised that it needed a technology foundation that could support cross-collaboration along with a single and highly transparent view of marketing priorities, assets and content. It also required a framework that could support executive dashboards and better manage showback models, cost structures and overall planning and timing.
Liberty Mutual turned to Adobe Workfront. The platform delivers the project templates, forms, logic, dashboards and workflows that allowed the insurance company to automate processes but at the same time maximise human touch. Creatives can view comments and see how assets are being used at any given moment. Legal and regulatory teams can ensure that licensing and copyrights are in order.
The level of automated workflow standardisation and analytics data available has proven revolutionary. “Workfront allows us to constantly optimise our work and our creative model,” Stevens explains. “We have the tools to manage creative processes in a high-volume environment. We have the metrics we need to see how we’re performing. Workfront delivers a tremendous level of flexibility and efficiency.”
Information sharing among teams is the new normal. This framework has also helped Liberty Mutual and its Copper Giants group understand total capacity and handle internal and B2B tasks in more efficient and streamlined ways. Says Stevens: “It’s a critical factor for driving creativity and business growth.”