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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

Farmers Insurance Group, Inc. Contacts

Contacts (5/23)
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

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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Farmers Insurance searching for social media AOR

Farmers Insurance, the third largest personal lines insurance group in the U.S., is seeking a social media AOR as it aims to build on its momentum in the space, is reporting.

Ryon Harms, social media director, told the publication that this search is part of the insurer’s objective to compete with high profile brands in the social space like Coca-Cola and Starbucks.  He added that Farmers has sent an RFP to 10 firms recommended by social media directors of large brands.

The 10 agencies include large public relations and advertising firms with large social media departments, as well as pure-play social media shops.

Harms told Ad Age that the RFP includes no budget, though social media is a relatively small portion of Farmers’ overall marketing spend. He continued that Farmers has a strategy  but it needs help with the creative execution of this strategy.

Submissions are due May 1 and a decision is expected in early June.

DailyVista contacted Harms for more information about this review and Farmers’ social media goals, but we haven’t received an immediate reply.

This agency search comes after Farmers
Michael Linton as enterprise chief marketing officer in October. Only two days on the job at the time, Linton told DailyVista that part of what  led to Farmers rise as one of the biggest insurance companies in the country is its increased social media presence and traditional advertising.

“I think when I look at how the consumers approach the industry, I see marketing being a more and more important function over time, and I think the key is to engage consumers how they want, where they want, when they want,” Linton told DailyVista in October. “I think social media is obviously a key component of that, as are all the other things marketers try to do. Basically I think the consumer becomes more in the driver’s seat, if you will, and wants to receive messaging and connect with the brand in the way they choose. So there are lots of things we want to do, certainly social media is one of those.”

Another marketing area hit hard by Farmers is sponsorships and partnerships. The company has high-profile corporate sponsorships, including with professional golf and tennis and NASCAR.

Earlier this month, Farmers
a campaign with Marvel’s The Avengers to promote its alliance with the blockbuster film set to premiere on May 4.

“Being associated with the much-anticipated Marvel’s The Avengers gives Farmers advertising super-powers,” John Ingersoll, vice president of advertising, stated in a release. “This opportunity lets us have some super hero fun with our established
characters and shine some Hollywood limelight on our brand.”

Last year, Farmers
the naming rights to the proposed pro football stadium in Los Angeles. Farmers Field will host L.A.’s NFL franchise when the second largest market in the country finally gets a team.

Farmers Insurance, headquartered in Los Angeles, serves more than 10 million household with more than 20 million individual policies across all 50 states through the efforts of over 50,000 exclusive and independent agents and nearly 24,000 employees.

Linton reports to Jeff Dailey, who became chief executive officer January 1.

According to The List, Santa Monica, Calif.-based
is the insurer’s multicultural AOR.

Kantar Media reported that Farmers allocated $218.7 million towards advertising in 2011, up from $214.8 million in 2010. Cable television spend decreased to $82.1 million, but magazine ads, network television ads, display and radio ads all received additional funding.

Farmers Insurance Group Inc.
4680 Wilshire Blvd.
Los Angeles, CA 90010
(323) 932-3200

Ryon Harms
Director, Social Media
(323) 932-3200

Mike Linton
Enterprise Chief Marketing Officer
(323) 932-3200

Bill Bowman
Vice President, Strategic Marketing
(323) 932-7196

John Ingersoll
Vice President, Advertising
(323) 932-3200

Jeff Dailey
Chief Executive Officer
(323) 932-3200