• by Karl Greenberg , Staff Writer, October 18, 2008

Steve Sullivan, SVP, Liberty Mutual says that engaging customers is critical:  "For us it's critical, because unlike many companies in this room, purchase of our product is infrequent, people see it as chore, so the wonderful thing about digital world is it offers the opportunity to create relationships with people before they become customers."

Six months ago, he said, the company  launched "The Responsibility Project", an outgrowth of the ad campaign by the same name.  "It's all about notion of personal responsibility."

The companyt launched Responsibilityproject.com, which has some ninety blog articles, short films.  "And we will begin  promoting it next year using mass media.