State Farm, which wields a $615 million account, has given the creative lead to Omnicom’s The Marketing Arm while also retaining DDB Chicago, the agency that created its “Like a Good Neighbor” tagline.
The relationship dates back to 1939. Keith Reinhard, now chairman emeritus, wrote the company’s “Like a Good Neighbor” tagline in 1971
According to Erik Oster at Adweek, the St. Louis-based insurance made this decision after an extensive review. A refreshed campaign is expected in early 2020.
“State Farm has a longstanding history working with TMA on the experiential front,” including music, sports, auto and financial services sponsorships, the State Farm representative said in a statement.
“They’re deeply involved in our artist relationships and music content, and also help us with our television and film integrations. Executing our brand work will be a new dimension to our relationship, and we’re confident their talented team is up to this new challenge.”
The representative also told Adweek, that the company will continue to work with DDB Chicago as “an important partner in our agency roster.” It’s expected that the agency will focus on “lower funnel and cross-sell marketing programs.”
“At the end of the day, this was a very data-driven decision for us, and it was consumer feedback and testing that validated the relevance and strength of TMA’s campaign with our target audience,” the representative told Adweek. “We also believe in the depth of their idea and its elasticity to carry the breadth of messages we want to communicate.”
State Farm spent nearly $615 million on marketing in the U.S. last year, and just around $343 million in the first six months of 2019, down slightly from over $346 million over that period in 2018, according to Kantar Media.
Not very neighborly, State Farm. Not very neighborly at all.