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Farmers Insurance Group, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Farmers Group, Inc., headquartered in Los Angeles, CA, is both a provider of insurance management services and a holding company. The company is one of the nation's largest writers of homeowners and private passenger auto insurance policies and has operations in the west, midwest, and southeast. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (323) 932-3200
Main Fax (323) 964-8031
Primary Address
4680 Wilshire Boulevard
Los Angeles, CA 90010-3807
USA

Farmers Insurance Group, Inc. Contacts

Contacts (5/22)
Name Title State
Jeff D. President & Chief Executive Officer CA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (323) 932-3200
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 4680 Wilshire Boulevard
Los Angeles, CA
90010-3807
USA

Mike L. Chief Marketing Officer CA
Eric P. Head, Sales - Northern Territory CA
David T. Chief Operating Officer CA
David F. Chief Information Security Officer CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Farmers Insurance Group, Inc. *********
Farmers Auto Insurance *******
Farmers Homeowners Insurance *******

Agency Relationships


Brand Agency Service From To
******* **** ********* *** AOR - creative 2010 present
******* **** ********* *************** AOR - media buying & planning unknown present
******* ********* *****, ***. ***** ***** ************* public relations 2005 present
******* ********* *****, ***. ******** ******** ****** & ***** public relations 2005 present
******* ********* *****, ***. **** *** AOR - multicultural 2009 present

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Digital, TV, Sponsorship Opps: Farmers Insurance names brand, sponsorship head (Score 50)


Subject: digital, TV, sponsorship, brand building, radio

Company: Winmo)

Opportunity: Named Leesa Eichberger as head of brand and sponsorships, effective Jan. 4. Eichberger will serve as a member of Farmers’ marketing leadership team and will lead the development of the company’s brand, as well as strategic insight over sponsorship investments. CMO Mike Linton cited her marketing knowledge and agency management experience as assets to Farmers.

Like many companies, Farmers is tipping media spend away from TV and into digital, so sellers should keep this in mind when approaching (more details below). Farmers spends significantly less than its competitors, so those with ideas that will continue to set the company apart should reach out now. According to The List, Publicis’s Zenith has handled media buying and planning for Farmers since 2012.

Additional Information

Experience: Prior to joining Farmers, Eichberger served as CMO, North America for Jenny Craig International. She has also served as VP of marketing for Vonage and senior marketing director at Helio.

Media Spend: According to Kantar Media, Farmers spent $173.6 million on measured media in 2014 – up 9.4% from 2013. H1 2015 spend was $79.1 million, down  from H1 2014 ($91.6 million).  Most of Farmers spend is traditionally allocated to broadcast ads, but the percentage of overall spend has been decreasing slightly over the last three years. The remainder of the company’s spend usually is dedicated to digital and radio ads.

TV Breakdown: Per iSpot, Farmers has spent $70.8 million on national TV ads this year – down from $77.4 million for the same period 2014. See charts for channel/show targeting in 2015. For 2015, Farmers’ national TV SOV is only 3.5%, placing it at No. 9 behind GEICO, State Farm, Progressive, Liberty Mutual, Nationwide Insurance, Allstate, Esurance and USAA.

Digital Breakdown: According to Moat, Farmers has run 323 display ads on 6,656 publishers this year (7% mobile). Top ad destinations include wunderground.com, cbsnews.com, rallypoint.com, smogon.com and answers.com. Farmers has also run 478 high impact ads (standard, pre-roll video and button) and nine videos.

For the same period 2014, 262 display ads were run on 4,204 publishers (<1% mobile). In 2014, Farmers also ran 361 high impact ads (standard and pre-roll video). 

Farmers’ 2015 digital SOV (when compared to the above competitors) is 10.6% across all publishers (No. 5). Ads are run mostly on news, arts & entertainment and hobbies & interests sites.

Winmo
4680 Wilshire Blvd.
Los Angeles, CA 90010
(323) 964-8031

Leesa Eichberger 
Head, Brand & Sponsorships (Officially starts Jan. 4)
(323) 964-8031

Mike Linton 
Chief Marketing Officer
(323) 964-8031
Mike.Linton@farmers.com