BLOOMINGTON, IL—State Farm Insurance has selected Golin/Harris International to provide marketing public relations support for its life insurance products
State Farm is the nation’s largest provider of home and automobile insurance, but is less recognized for its broad array of life insurance products. Golin/Harris will focus on helping improve State Farm’s position in the marketplace and enhance its customer relationships through its sales force of more than 16,000 agents.
According to Rock Jenkins, State Farm’s assistant vice president of public affairs, Golin/Harris was chosen because of its insight into the challenges and opportunities facing State Farm, its creative strategies for addressing them, the quality of the people assigned to the account, and their cultural fit with State Farm.
“We believe in long-term partnerships and were looking for an agency that had both the capabilities and culture to be successful with us for the long haul. Golin/Harris simply exceeded our expectations in every way throughout the rigorous review process,” Jenkins says.
State Farm has had a healthy relationship with Burson Marsteller for more than 15 years, Jenkins says, and will continue that relationship. “Burson has done an excellent job for us on both corporate work and product support, and that will continue. When this new assignment developed, we thought it might be a good opportunity to bring a different perspective to the table. And, like a growing number of companies our size, we think the multiple agency model is the way to go.”
Added State Farm director of marketing Pat Culligan, “Golin/Harris showed us a real campaign consisting of interlocking pieces, all built on a common theme. Its marketing orientation really showed through in its approach and should be of great benefit as we develop future strategies.”