Liberty Mutual Insurance Honored as 2026 Radio Marketer of the Year

For Liberty Mutual Insurance, radio and audio weren't simply part of the brand's evolution. "They became one of the engines behind it," noted Chief Marketing Officer of US Retail Markets, Jenna Lebel, Liberty Mutual Insurance. Through a consistent commitment to audio advertising and the creation of one of the most recognizable sonic assets in marketing, Liberty Mutual has demonstrated the enduring power of sound to build awareness, create recall and strengthen consumer connections.

That success was recognized during the 35th Annual Radio Mercury Awards, where Liberty Mutual Insurance was honored as the 2026 Radio Marketer of the Year. The award celebrates advertisers that demonstrate sustained investment in radio and audio while leveraging the medium to create memorable and effective marketing campaigns.

"There's something uniquely powerful about audio. It reaches people in moments when few other media can — in the car, on a run, making dinner, sitting in traffic or simply living life. Because audio lives so close to us, literally in our ears, it creates a level of intimacy that is difficult to replicate," added Lebel. Liberty Mutual has embraced that advantage for years, using radio and audio to keep its brand top of mind with consumers across the country.

At the center of that strategy is the now-iconic "Liberty, Liberty, Liberty, Liberty" jingle, a sonic signature that has become embedded in popular culture. Combined with the memorable LiMu Emu and Doug campaign, the company's creative approach demonstrates how audio, and specifically radio, can do more than deliver a message — it can create a lasting brand experience.

The award was presented during the 35th Annual Radio Mercury Awards celebration at Sony Hall in New York City. Nationally syndicated personality and host of Way Up with Angela Yee, Angela Yee, presented the honor on behalf of the radio industry. Jenna Lebel, Chief Marketing Officer of US Retail Markets, accepted the award on behalf of Liberty Mutual.

As the only major creative competition dedicated exclusively to radio and audio advertising, the Radio Mercury Awards recognize excellence across broadcast radio, streaming audio, podcasts and integrated audio campaigns. Liberty Mutual's recognition as Radio Marketer of the Year serves as a reminder that while media platforms continue to evolve, great audio creative remains one of the most effective ways to build brands and connect with consumers. Additional presenters during the event included Shelley Wade of Audacy's 94.7 The Block in New York City, Erik Zachary of Skyview Networks' XYZ with Erik Zachary and Anna Zap, co-host of Connoisseur Media's nationally syndicated The Anna and Raven Show.

This year's celebration was supported by Hubbard Radio, Bonneville International, Katz Radio Group, Nueva Network, Xperi, Audacy, Cox Media Group, iHeartMedia, Nielsen, Skyview Networks, Triton Digital, Urban Radio/Radio One, Zimmer Radio and Marketing Group and Auditory FX.

To watch the entire event celebration on demand, hear this year's winning work or view photos from the event, visit the Radio Mercury Awards website.