A recent article from AgencySpy reports that State Farm is in the midst of a creative review, which is
now in its pitch stage with DDB Chicago defending the account. It goes without saying that State
Farm has had a long relationship with DDB, whose chairman emeritus Keith Reinhard wrote its
famous “Like a Good Neighbor” tagline.
Many agencies are pitching what would be a sizable new business win, but the list of shops based in
Chicago that would be able to take on this client is relatively short.
Back in 2010, State Farm moved its creative business from what was then Tribal Worldwide DDB to
FCB Chicago (then DraftFCB) starting with the auto-speciﬁc portions of the account. Digital work
soon followed, but the celebrations for FCB were short lived as that relationship lasted less than a
year. It seems that State Farm asked the two agencies to pitch fresh ideas due to market pressure
stemming from the success of Leo Burnett’s Mayhem campaign for Allstate, and DDB won out
because, as an executive said at the time, its ideas were “simply better.”
One of those ideas was the 2011 “Jake from State Farm” spot, which proved quite popular and put
DDB into “a state of euphoria.” In a sign that State Farm might once again be searching for new ideas,
DDB Chicago’s most recent work for the brand revived the long-dead Coneheads in a remake of
“Jake” right after the client ran another version of the old ad, this one staffed by emojis.
DDB reps declined to comment for this post, and State Farm’s marketing team simply said, “We
consistently work with multiple agencies to maintain a relevant brand in the marketplace.”
PITCH INFORMATION 01
State Farm Mutual Automobile Insurance Company provides various insurance and ﬁnancial
services in the United States and Canada. Its insurance products include general, auto, accident,
homeowners, condo owners, renters, life and annuities, ﬁre and casualty, health, disability, long term
care, business, and boat insurance products.
The company also offers farm and ranch, ﬂood, motorcycle, personal articles, personal liability
umbrella, community organizations, and volcano damage insurance products. It sells its insurance
products through agents.
State Farm dominates the market of property/ casualty insurances with a market share slightly over
the 10%. The two closest competitors are Liberty Mutual and AllState, both conquering the 5.1% of
the market, while Geico follows with 4.7% shares.
STATE FARM MUTUAL
$ 29,364,559 $ 28,892,088
ad spend and TARGET SEGMENTS 03
AD SPEND AND TARGET SEGMENTS
Kantar Media estimated that the State Farm company spent $583 million on measured media back
in 2012, up to over $800 million in 2014.
As stated by company’s Marketing Analyst, Ruben Rivera, part of this budget will be dedicated to
increase the engagement level on Hispanics, where State Farm is taking a different tactic with
“Abuela Rosa” -- a feisty grandmother State Farm created to serve as the face of the brand. For State
Farm, Abuela Rosa embodies its philosophy of living life conﬁdently (with the right insurance
company, of course).
In order to get ready to pitch and obtain full informations about target segments and competition,
you will need 3 different analysis:
• Competitive analysis
• Audience Insights
• Trends watch
Liberty InsuranceStateFarm Allstate Geico
Miss Sprint Cup
AUDIENCE INSIGHTS 13
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