CLIENT
Farmers Insurance
Dave Williams, Chief Brand Officer
Leesa Eichberger, Head of Brand Marketing
Jenny Howell, Director of Brand Advertising
Sialoren Spaulding, Brand Advertising Manager
Jen Bass, Director, Consumer Research
Amanda Reierson, Head of Digital
Ken Grayson, Director of Media Marketing
AGENCY
David Measer, SVP, Director of Strategic Planning
Emma Falkenberry, Assistant Account Executive
Adrienne Feldman, Account Director
Alexis Coller, VP, Account Director
Jess Watts, Associate Planning Director
Tom Kirk, EVP, Chief Client Officer
Kirt Danner, SVP, Group Account Director
Pat Mendelson, SVP, Executive Creative Director
Perrin Anderson, VP, Creative Director
Hobart Birmingham, VP, Creative Director
Nargis Pirani, VP, Strategic Planning Director, Gary Paticoff, Chief Production Officer
Selena Pizarro, Senior Vice President Video Production
Zenith Media
Nicole Situ, VP, Strategy
AnneMarie Yanez, SVP, Strategy
SUMMARY
After years in a downward trajectory, Farmers Insurance set out with a new brand strategy to make people smarter about insurance. But, with abysmal brand linkage, a nasty misattribution problem with State Farm, and only 2-3% share of voice in a noisy category, they’d need to do more with far less. By creating the University of Farmers, Farmers believed that intelligence could deliver a new, differentiated message. After nine years of punching above their weight, the campaign continues to connect with an audience that values smarts as much as laughs.
