12 Top Innovators of Marketing and Advertising

Alexander-&-Oprah-No-Phone

Using the "Responsibility" platform and positioning, Paul G. Alexander, Senior Vice President, Communications for Liberty Mutual Group, Inc. is the innovator that builds the brand of the nation's fifth largest property and casualty insurer. To promote the company's responsibility theme, Alexander went to one of the most iconic figures on the planet: Oprah Winfrey. Since April 2010, Liberty Mutual has been spreading the message of Oprah's "No Phone Zone," a campaign to end distracted driving habits that kill nearly 6,000 Americans a year.

Using the “Responsibility” platform and positioning, Paul G. Alexander, Senior Vice President, Communications for Liberty…