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NEW BUSINESSPITCH BRIEF
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
PITCH INFORMATION
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.
SUMMARY
SUMMARY 02
STATE FARM MUTUALAUTOMOBILE INSURANCE
10.3%
LIBERTYMUTUAL
ALLSTATECORP.
BERKSHIREHATHAWAY INC.
5.1% 5.1%4.7%
$ 58,508,587
$ 29,364,559 $ 28,892,088$ 26,555,515
ad spend and TARGET SEGMENTS 03
AD SPEND AND TARGET SEGMENTSKantar 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
DEMOGRAPHICS 04
COMPETITIVE ANALYSISDEMOGRAPHICS
Liberty InsuranceStateFarm Allstate Geico
GENRES
MALE
0% 25% 50% 75% 100%
FEMALE
0% 25% 50% 75% 100%
DEMOGRAPHICS 05
13 - 17
0% 25% 50% 75% 100%
18 - 24
0% 25% 50% 75% 100%
25 - 34
0% 25% 50% 75% 100%
35 - 44
0% 25% 50% 75% 100%
45 - 54
0% 25% 50% 75% 100%
AGE
SINGLE
0% 25% 50% 75% 100%
MARRIED
0% 25% 50% 75% 100%
IN A RELATIONSHIP
0% 25% 50% 75% 100%
RELATIONSHIP STATUS
DEMOGRAPHICS 06
WHITE
0% 25% 50% 75% 100%
AFRICAN AMERICAN
0% 25% 50% 75% 100%
HISPANIC
0% 25% 50% 75% 100%
ASIAN
0% 25% 50% 75% 100%
RACE
COLLEGE
0% 25% 50% 75% 100%
HIGH SCHOOL
0% 25% 50% 75% 100%
GRADUATE SCHOOL
0% 25% 50% 75% 100%
EDUCATION
DEMOGRAPHICS 07
WITHOUT CHILDREN
0% 25% 50% 75% 100%
WITH CHILDREN
0% 25% 50% 75% 100%
PARENTING
<40K
0% 25% 50% 75% 100%
40K - 70K
0% 25% 50% 75% 100%
70K - 100K
0% 25% 50% 75% 100%
100K - 200K
0% 25% 50% 75% 100%
INCOME
>200K
0% 25% 50% 75% 100%
PSYCHOGRAPHICS 08
Liberty InsuranceStateFarm Allstate Geico
ART APPRECIATORS
0 50 100 150 200
BEAUTY AND WELLNESS AWARE
0 50 100 150 200
BUSINESS PEOPLE
0 50 100 150 200
DESIGN LOVERS
0 50 100 150 200
COMPETITIVE ANALYSISPSYCHOGRAPHICS
PSYCHOGRAPHICS 09
ENTERTAINMENT JUNKIES
0 50 100 150 200
FASHION LOVERS
0 50 100 150 200
FOODIES
0 50 100 150 200
GAMERS
0 50 100 150 200
HOME DECORATORS & DIYS
0 50 100 150 200
MOTOR LOVERS
0 50 100 150 200
PSYCHOGRAPHICS 10
MUSIC LOVERS
0 50 100 150 200
NETIZENS
0 50 100 150 200
OUTDOOR ENTHUSIASTS
0 50 100 150 200
PARTY GOERS
0 50 100 150 200
PET LOVERS
0 50 100 150 200
POLITICALLY ACTIVE
0 50 100 150 200
PSYCHOGRAPHICS 11
PUBLIC FIGURE FOLLOWERS
0 50 100 150 200
READERS
0 50 100 150 200
TRAVELERS
0 50 100 150 200
NERDS
0 50 100 150 200
SPORTS ENTHUSIASTS
0 50 100 150 200
TECHIES
0 50 100 150 200
INTERESTS 12
Liberty InsuranceStateFarm Allstate Geico
Car Town
Madden
Dwayne Wade
Generation Opp
Miss Sprint Cup
POPU
LARIT
Y198.6
177.9
198.9
172.4
161
42.3
84.2
69.6
42.3
121.8
105.6
88.6
154.4
19.3
96.3
107.6
122.6
140.7
43.4
144.5
COMPETITIVE ANALYSISINTERESTS
AUDIENCE INSIGHTS 13
AUDIENCE INSIGHTS
NEED MORE INFORMATIONS ABOUTYOUR TARGET AUDIENCE?
CLICK HERE >
TRENDS 14
TRENDS
INTERESTED IN WHAT’S TRENDINGON YOUR TARGET AUDIENCE?
CLICK HERE >
If you needmore insightson this target andits competitors
c l i c k H E R E
or drop us a [email protected]
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