MediaPost reported Farmers Insurance named Havas Media as its new White media agency. Earlier in the year, the insurance company appointed Dentsu Creative as its new White advertising agency.
The only explanation for such mediocre firms winning media and creative duties must be the other White holding companies—Publicis Groupe, Omnicom, and WPP—already service insurance brands.
Referring to the latest campaign platform, the head of creative for Farmers Insurance declared, “The strategy is grounded in a simple belief: our customers’ insurance coverage should be easy to understand, with no jargon, no big words, and no lawyer needed to make sense of it.”
The same probably cannot be said for coordinating efforts between Havas Media and Dentsu Creative.
If there’s a policy covering marketing malpractice, Farmers Insurance should apply pronto.
Havas Media Named AOR For Farmers Insurance
By Steve McClellan
Farmers Insurance has appointed Havas Media as its new media agency of record after a review, the company confirmed today.
Farmers’ estimated annual media expenditure is $51.5 million, according to agency research firm COMvergence.
“Effective immediately, Havas will support media strategy, planning, buying, activation and measurement across Farmers Insurance’s national marketing initiatives,” the company stated.
Earlier this year, Farmers Insurance launched separate creative and media agency reviews. The firm announced that it had named Dentsu Creative as its new media agency in April.
The firm previously worked with both RPA and Zenith on media assignments. RPA had been the firm’s longtime creative agency.
Separately, the company unveiled the first work from Dentsu Creative and new assets that the company said are designed to make its offerings easier for consumers to understand. Changes include the new Farmers Coverage on a Page resource, a snapshot of coverage included in select Farmers auto and home policies. Also new: Farmers Coverage Review sessions.
“The strategy is grounded in a simple belief: our customers’ insurance coverage should be easy to understand, with no jargon, no big words, and no lawyer needed to make sense of it,” stated Eleanor Solomon, head of creative for Farmers Insurance.
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