BLOOMINGTON, IL: State Farm Insurance, best known for providing home and auto coverage, has hired Golin/Harris International to support its lesser-known life-insurance business.
This is the first time the company has used a PR firm for life insurance outside its agency of record. Burson-Marsteller will remain State Farm's AOR.
"As we've moved more into financial services, which has increased opportunities for us, we wanted to boost our position in life insurance, which has been a longtime product for us," said Rock Jenkins, assistant VP of public affairs. "We really liked the creativity and cohesiveness of Golin/Harris' ideas. They did a fantastic job of assessing our culture and business proposition. They nailed it."
Golin's Chicago headquarters will lead the life insurance account, with help from its New York, DC, and Miami offices.
Jerry Swerling, an LA-based PR management consultant, handled the two-month search, which began with about a dozen agencies and came down to three in the final round. Procurement played a role in the review, said Jenkins.
"We're really excited to work with State Farm on the life insurance side to expand the awareness and preference for their product," said Fred Cook, Golin's president and CEO.
"Their brand carries a significant amount of trust, so this is an opportunity to help them be more successful in this area among existing and new customers," added Keith Burton, the agency's chief client officer.