Liberty Mutual Insurance, which has been a standout auto insurance category advertiser at Radio and Television across the last year, will be honored as the 2026 Radio Marketer of the Year at the 35th annual Radio Mercury Awards.
The Radio Advertising Bureau shared the news Wednesday, and LiMu Emu, “Doug,” and the whole team at a company few heard of a decade ago will be honored at the Radio Mercury Awards, scheduled for June 3 at SONY Hall in the City of New York.
The honor recognizes a brand that has demonstrated “exceptional leadership, innovation and effectiveness through the strategic use of radio and audio to build brand equity, connect with audiences and drive business results.”
Liberty Mutual has created one of the most recognizable sonic brand assets in advertising, with its “Liberty, Liberty, Liberty” audio signature.
Beyond that, the RAB believes Liberty Mutual has demonstrated “a sophisticated and integrated approach to audio marketing, leveraging radio as a lead medium while thoughtfully extending its creative across platforms in ways that build trust, deepen engagement and strengthen consumer connection. Through seamless cross-platform execution, creative consistency and a clear focus on performance, Liberty Mutual has built a brand presence that is both ubiquitous and deeply resonant.”
RAB President/CEO and Radio Creative Fund Chair Mike Hulvey adds, “Liberty Mutual exemplifies what today’s most effective marketers understand — that audio is one of the most powerful ways to create connection, build trust and drive action. From its unmistakable sonic branding to its strategic commitment across radio, streaming and podcasts, Liberty Mutual has built a brand voice that is instantly known and highly effective. Their thoughtful use of radio at scale makes them a deserving recipient of this year’s Radio Marketer of the Year.”
Jenna Lebel, Liberty Mutual’s CMO for U.S. retail markets, comments, “Audio has been a powerful part of how we build a brand that is distinctive and memorable, and how we drive recognition and trust with consumers. This honor reflects the tireless work of our team and partners.”
