Advertising and marketing in a low-engagement, closely regulated business like insurance coverage calls for daring considering—and Jenna Lebel is delivering simply that. As chief advertising and marketing officer of U.S. retail markets at Liberty Mutual Insurance coverage, Jenna is redefining how manufacturers construct emotional connection in commoditized classes.
On this episode of The Pace of Tradition, Matt Britton speaks with Jenna about AI’s function in trendy advertising and marketing, connecting with Gen Z, and the way jingles and data-driven artistic hold Liberty prime of thoughts. Utilizing platform-first artistic and data-fueled media methods, she’s main Liberty’s evolution from legacy insurer to cultural mainstay.
At Liberty Mutual Insurance coverage, Jenna oversees advertising and marketing technique for one of many largest private traces insurers within the nation. With over a decade of expertise spanning tech startups and companies, she’s led Liberty’s push into culture-driven advertising and marketing, generative AI adoption, and platform-specific artistic. Previous to Liberty, she labored with Likeable and introduced an entrepreneurial mindset to company model transformation.
Hearken to Jenna Lebel on The Pace of Tradition podcast to find how Liberty Mutual is rewriting the principles of insurance coverage advertising and marketing—combining knowledge, creativity, and fearless innovation to construct a model that resonates throughout generations.
Key takeaways:
[3:44] The Science Behind Liberty’s Iconic Jingle — You’d need to be dwelling underneath a rock to not know the “Liberty, Liberty, Liberty…Liberty” jingle. However behind that earworm is a data-driven technique. Jenna explains how Liberty Mutual rigorously exams each marketing campaign, together with its audio branding, for recall, resonance, and long-term affect. The jingle constantly ranks among the many prime in model recognition, with Veritonic inserting it third in its newest audio brand index. By leaning into memorable model cues, Liberty has damaged by way of in a class the place emotional connection might be arduous to earn.
[7:02] AI’s 4 Roles Reshaping Fashionable Advertising and marketing — For Liberty Mutual, AI isn’t only a buzzword, it’s embedded into how the model operates. Jenna breaks down 4 key areas the place AI is already driving transformation: artistic growth, media shopping for, operational effectivity, and client conduct insights. From utilizing generative instruments for fast content material iteration to real-time focusing on and automation, Liberty is leveraging AI to maneuver smarter and sooner. However adoption comes with guardrails: high quality, ethics, and client readiness nonetheless paved the way. The takeaway? Manufacturers ought to experiment boldly, however scale responsibly.
[15:27] Gen Z, the 300-Foot Scroll, and Platform-First Inventive — Gen Z scrolls the equal of 300 ft of content material every single day, so how do you get them to cease and interact with an insurance coverage model? Jenna shares how Liberty Mutual shifted its technique from simply “being on platforms” to designing content material for them. Whether or not filming iPhone-style movies with Doug for TikTok or partnering with creators like Jo Steele, it’s about assembly Gen Z the place they’re, with content material that feels native, related, and scroll-stopping.
[22:13] The Mindset Shift from Marketer to CMO — Changing into a CMO isn’t nearly mastering campaigns, it’s about connecting advertising and marketing to the enterprise. Jenna emphasizes the significance of realizing your organization’s KPIs, talking the language of the C-suite, and bringing the voice of the client into each room. On the similar time, artistic problem-solving and lively listening are the smooth abilities that make arduous selections simpler. Her method proves that true advertising and marketing management blends rigor with empathy.
[25:21] Profession Recommendation Constructed for the AI Period — As the following technology enters a workforce formed by AI and uncertainty, Jenna presents timeless recommendation: grasp creativity, analytical considering, communication, and relationships. She urges younger professionals to embrace concern as gas as a result of saying sure to unfamiliar alternatives typically results in the most important development. “Don’t be afraid to take good dangers,” she says, reminding us that in a crowded subject, boldness is what makes you memorable.
