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Tapping a Community Leader

Just launched campaign for Farmers Insurance created by Accentmarketing features Edward James Olmos

By Aida Shalkow
Published on LatinoLA: June 16, 2006


Tapping a Community Leader


As part of their first assignment for Farmers Insurance, Accentmarketing developed a TV and Radio campaign featuring Edward James Olmos, who has seldom done commercial endorsements. After a series of meetings with Farmers executives, the well known community leader and award winning actor decided he is comfortable lending his name to promote Farmers Insurance Group.

?I am a proud spokesman for Farmers Insurance because I've watched for years as Farmers has grown its commitment to the Hispanic Community,? said Edward James Olmos. ?They've done this through support the highly-acclaimed Smithsonian Institution Traveling Exhibition project, ?Americanos: Latino Life in the United States,? and their own companion program ?Young Americanos,? which provided scholarships and educational materials to students to document Hispanic life and culture in their local communities. They've done it through support of the award-winning documentary film ?The Bronze Screen, 100 Years of the Latino Image in Hollywood? which is also a successful school program Farmers provides free-of-charge to teachers. And they've done it through business practices. My hope is that this new campaign will encourage the Hispanic community to secure quality insurance coverage.?

Accentmarketing?s duties for Farmers Insurance Group include strategic planning and research, creative development and production, promotions, experiential marketing, as well as media planning and buying. This is the first ever multifaceted campaign launched by Farmers Insurance as they recognize the importance of the fast growing Hispanic market in the U.S. The budget for the account has not been disclosed.

This original campaign was created to highlight the many benefits that Farmers provides such as their 24 hour Spanish language claims hotline and strong dedicated network of bilingual agents and staff eager to serve the Hispanic community.

?We feel that our decision to partner with such an experienced and well respected Hispanic agency will have a positive impact on increasing Hispanics? consideration of Farmers? wide portfolio of insurance and financial services products,? said Luisa Acosta-Franco, AVP Emerging Markets for Farmers. ?I am confident that Accentmarketing will bring the Farmers brand to life in a relevant manner to the key and growing Hispanic community and we could not have asked for a better spokesperson than Mr. Olmos, he is truly a representative of the community.?

As the nation?s third largest insurer of homes and automobiles, Farmers strives to meet the needs of all consumers in the communities in which it operates.

?We are thrilled to have the opportunity to partner with Farmers Insurance to plan and activate their Hispanic marketing programs,? said Maria Romero, EVP, Strategic Communications Director, Accentmarketing. ?It is an honor to have Edward James Olmos as the spokesperson for this campaign and feel that this will enhance Farmers? ability to educate our community on the importance and value of insurance products.?








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