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Farmers Insurance Unveils Latest Spanish-Language Television Campaign Highlighting ‘Right Fit’ Coverage

Tomas — Fri, 13 Aug 2010 17:09:58 +0000

Farmers Insurance will launch its latest national Hispanic TV advertising campaign this coming Monday, August 16, produced by its Hispanic Agency of Record, Accentmarketing.

(Logo: http://photos.prnewswire.com/prnh/20080605/LATH062)

(Logo: http://www.newscom.com/cgi-bin/prnh/20080605/LATH062)

The new ads are the next installment of the insurer's "Right Fit" campaign, launched in 2009. They feature a "force field" which represents the customizable Farmers coverages customers can choose to meet their individual needs,

First to launch is "Neighbors", which uses a dramatization to highlight the difference between having customized coverage that "fits" correctly and inadequate or inappropriate coverage. In the spot, two neighbors boast about their insurance coverage, as represented by their "force fields". While one has the "right fit" coverage secured with the help of a Farmers agent, the other is not so lucky. Both neighbors have to duck for cover as a tree strikes the not-so-fortunate neighbors' home, right where his "inadequate" coverage is.

In "Zoom Out" Farmers showcases its multiline product offerings of auto, home, life and business insurance and their customizable coverages available through a variety of different life stages. Beginning in a flower shop, we "zoom out" to see the Farmers "force field" around the business. Then we enter and exit a car, again "zooming out" to reveal the Farmers "force field" and finally we enter and exit a growing family's home and we see that it, too, counts on Farmers' customized coverage.

"As more companies draw on Spanish-language media to reach Hispanic consumers, Farmers is taking an entertaining and innovative approach to connecting with this core audience," said Luisa Acosta-Franco, Vice President of Multicultural Marketing for Farmers. "Our agents work very hard to ensure that customers have the best possible coverage for their life circumstances, and we want prospective customers to know that, as well."

Continuing in his role as Farmers Insurance Hispanic spokesperson for the fifth year is actor and humanitarian, Edward James Olmos. In the new commercials Mr. Olmos shares with viewers that Farmers agents go through some of the best training in the industry, so they can rest assured that by working with a Farmers agent they can obtain the coverages that fit their lifestyles.

"It was important for us to make an emotional connection with our audience and we did that by showcasing the diversity of Latino life in this country," said Diana Ocasio, Executive Vice President and Creative Director for Accentmarketing. "We also wanted people to have that 'aha!' moment that makes them think – If they don't adapt their coverage to themselves, they'll have to adapt to surprises. These new spots are unique and we feel they will be very impactful within the category."

Details of "Right Fit" TV Spots

1. Title: "Neighbors" and "Zoom Out"
2. Agency: Accentmarketing
3. Client: Farmers Insurance
4. Length of Spots: 30-seconds (:25 / :15 versions available)
5. Launch Date: August 16, 2010
6. Markets where it will air: National
7. EVP Creative Director: Diana Ocasio
8. Associate Creative Director: Daniel Stewart
9. SVP, Account Group Director: Alice Rivera
10. Executive Producer: Rudy Leschhorn
11. Production Company: Weird Pictures
12. Director: Martin Weisz
13. Executive Producer: Cordula Weisz
14. Post Production: Giant Steps
15. Music: Makeabeat Productions

About Farmers Insurance

Farmers is a trade name and may refer to Farmers Group, Inc. or the Farmers Exchanges, as the case may be. Farmers Group, Inc., a management and holding company, along with its subsidiaries, is wholly owned by the Zurich Financial Services Group. The Farmers Exchanges are three reciprocal insurers (Farmers Insurance Exchange, Fire Insurance Exchange and Truck Insurance Exchange), including their subsidiaries and affiliates, owned by their policyholders, and managed by Farmers Group, Inc. and its subsidiaries. For more information about Farmers, visit our Web site at www.farmers.com.

About Accentmarketing

Established in 1994, Accentmarketing (www.accentmarketing.com) is a full-service Hispanic marketing communications agency with offices in Miami, Los Angeles and Detroit. A certified minority owned business and member of The Interpublic Group of Companies, Accentmarketing employs a multinational and multicultural staff. The agency's client partners include the American, Farmers Insurance, GobiernoUSA.gov, Chevrolet, the California Association of Realtors, Kaiser Permanente, Brown-Forman and the U.S. Navy.

Contact:

Luis Sahagun

Farmers Insurance

P: 818-584-0574

luis.sahagun@farmers.com

Ivette Serrano

Accentmarketing

P: 310-584-8254

iserrano@accentmarketing.com

Aggregated by HispanicTips :: Hispanic & Latino News & Information

Accentmarketing Launches Accent Alternative Art Space

Tomas — Sat, 12 Jun 2010 03:18:58 +0000

Aggregated by HispanicTips :: Hispanic & Latino News & Information

Dr. G. C. Rapaille and Accentmarketing Collaborate to Uncover the US Hispanic Collective Unconscious

Tomas — Wed, 18 Nov 2009 17:21:06 +0000

Accentmarketing has partnered with internationally renowned psychiatrist and cultural anthropologist Dr. G. C. Rapaille, of Archetype Discoveries Worldwide (ADW), for his most profound Hispanic initiative to date - The Syndicated Discovery Study on Hispanic Culture in the US: Understanding the US Hispanic Community at a Core Cultural Level. This joint venture aims to provide marketers with an in-depth knowledge of the motivating emotional triggers behind the Hispanic community's media choices, its behavioral attitudes, and the meaningful cultural tendencies that will influence how the industry markets (communicates) to Latinos in the US.

To uncover the collective unconscious, this initiative will not employ traditional qualitative research methods. Instead, a unique blend of archetype analysis, cultural anthropology, psychology, and learning theories will uncover the hidden cultural forces that pre-organize the way Latinos behave toward a product, service or concept.

"I don't believe what people say," shared Dr. Rapaille. "People's opinions can change in a minute. Through the code discovery we will dig under U.S. Latinos' 'rational' reasoning to uncover the true emotional and cultural roots of Latinos' opinions and behaviors. Understanding this unconscious foundation gives us the tools to better motivate consumers and improve communications strategies."

"We at Accentmarketing feel that learnings from this study will allow brands to change the paradigm in their favor and connect with Latinos at a profound, gut level to ensure success in the US Hispanic marketplace," stated Maria Romero, President, Accentmarketing. "Together with ADW, we will deliver an actionable code that will outline for participating clients the entry to their Latino target's emotional 'blue-print.'"

Research will be fielded starting December 2009 across the US. For more information, visit www.accentmarketing.com or contact Scott Tonneberger or Maria Romero at Accentmarketing (305.461.1112) or Missy de Bellis at ADW (917.902.2871).

About Dr. G.C. Rapaille

Dr. G. C. Rapaille, of Archetype Discoveries Worldwide (ADW - www.rapailleinstitute.com), authored The Culture Code and has pioneered investigations, whose incisive understanding and coding of the cultural collective unconscious has demonstrated the decisive role culture plays in how people feel about, buy and fall in love with brands. Dr. Rapaille's work has laid the foundation for the brand architecture for an extensive roster of prestigious advertisers such as General Electric, Procter & Gamble, Boeing, L'Oreal and many others.

About Accentmarketing

Established in 1994, Accentmarketing (accentmarketing.com) is a full-service Hispanic marketing communications agency with offices in Miami, Los Angeles and Detroit. A certified minority owned business and member of The Interpublic Group of Companies, Accentmarketing employs a multinational and multicultural staff. The agency's client partners include the American Heart Association, Farmers Insurance, GobiernoUSA.gov, Alltel Wireless, Chevrolet, the California Association of Realtors, Kaiser Permanente, Brown-Forman and the US Navy.

Aggregated by HispanicTips :: Hispanic & Latino News & Information

Latinas Feeling Uncertain About Healthcare Debate

Tomas — Fri, 09 Oct 2009 18:12:46 +0000

Accentmarketing announced its latest release from its Latinas in Charge initiative -- "Redefining the Meaning of Well-Being." This release further explores the U.S. Latina mindset on health, healthcare and health insurance -- topics at the forefront of this nation's agenda.

"We've closed the gap in how previous studies have looked at the Hispanic population from a macro view by taking a closer look at the Latina population in the United States to better understand the dynamic and changing social role given the momentous change," said Maria Romero, President and Managing Partner of Accentmarketing. "This release provides marketers with the 'why' -- and what to do about it. This is what we call being 'In Touch.'"

Highlights from "Redefining the Meaning of Well-Being" include:

-- Latinas understand and think of health as a "we" discussion, not a "me" discussion. Latinas talk about their health in the context of the family -- children and husband.

-- There is continued tension between traditional culture and newer adoptive culture. Using their diet as an example, conflicting opinions often confuse healthy diet choices: being told traditional foods are often bad while healthy diet items are often more expensive (i.e. organic food) to implement.

-- In US healthcare debate -- particularly issues surrounding health insurance coverage -- uncertainty rules among Latinas. Health insurance in USA is often seen as luxury. Many still seek healthcare support outside of USA.

Key Takeaway: Though Latinas are "hopeful" that debate and changes will improve the healthcare situation (more coverage, lowering costs) they still hold reservations that current proposal will result in a positive change.

Accentmarketing launched its Latinas in Charge initiative in 2009 -- a deep dive into the Latina experience today combining new qualitative research with unique insights from the Latina-led agency and its partner in this initiative, Dr. Monica Torres of SocialQuest. Additionally, for this latest release, Accentmarketing conducted an online, qualitative poll with specific healthcare debate questions -- providing up to the minute Latina insights on today's healthcare debate.

The first release from the study (April 2009) focused on Latinas and their financial habits. The remaining release on the evolving Latina identity "Quien Soy" will be published this year.

Available Resources Upon Request:

-- Complete release

-- Video footage of respondents' answers to some of the topics addressed in report

About Accentmarketing: www.accentmarketing.com
Established in 1994, Accentmarketing is a full-service Hispanic marketing communications agency with offices in Miami, Los Angeles and Detroit. A certified minority owned business and member of The Interpublic Group of Companies, Accentmarketing employs a multinational and multicultural staff. The agency's client partners include the American Heart Association, Farmers Insurance, GobiernoUSA.gov, Chevrolet, the California Association of Realtors, Kaiser Permanente, Brown-Forman and the U.S. Navy.

About SocialQuest: www.socialquestinc.com
Headed by Dr. Monica Torres, SocialQuest, a marketing and research consultancy, promotes the importance of incorporating cultural dynamics when creating marketing strategies. SocialQuest excels at the development and application of innovative proprietary research methods to uncover actionable solutions to strategic planning, marketing communications, sales promotions and multimedia creative needs.

Aggregated by HispanicTips :: Hispanic & Latino News & Information

Accentmarketing creates PSA campaign for Humane Society of Greater Miami Adopt-A-Pet.

Tomas — Wed, 12 Aug 2009 17:54:41 +0000

Aggregated by HispanicTips :: Hispanic & Latino News & Information

Farmers Insurance Emphasizes ‘Right Fit’ Coverages for Consumers in New Ad Campaign Featuring Renown Actor/Director Edward James Olmos

Tomas — Tue, 14 Jul 2009 20:46:58 +0000

"Farmers Insurance Group announced today it has launched its latest Hispanic advertising campaign titled "Force Field" that includes TV, radio and rich media - all produced by U.S. Hispanic Agency of Record Accentmarketing.

(Logo: http://www.newscom.com/cgi-bin/prnh/20080605/LATH062)

"'Force Field' is a visual representation of finding the right fit when it comes to providing individualized insurance coverage that's right for each person," explained Luisa Acosta Franco, Farmers Vice President of Multicultural Marketing. "The visuals allow consumers to quickly capture a message of personalized protection and demonstrates different ways that getting the wrong insurance coverage can be ineffective, insufficient, excessive, or over-priced."

Continuing in his role as Farmers Insurance Hispanic spokesperson, Edward James Olmos assures viewers in "Force Field" that Farmers agents go through some of the best training in the industry, so customers can rest assured that their Farmers coverage will be right for them.

"At Farmers, we strive to offer our customers the peace of mind associated with knowing that their insurance coverage is right for them and we achieve this by providing our agents exclusive training at our award-winning University of Farmers," said Acosta-Franco.

Based on the right fit concept from "Force Field", the radio campaign includes :30 and :60 second versions while the digital campaign is composed of rich media banners that include user-activated banners, videos banners and expandable video boards, that will direct consumers to Farmers' in-language website, www.segurosfarmers.com.

"The 'force field' spot makes an impact and uniquely illustrates Farmers' 'right fit' coverage. It sets Farmers apart from the competition and shows that Farmers' highly trained agents deliver on personalized insurance and 'tranquilidad'," said Alice Rivera, VP Group Account Director, Accentmarketing.

Details of "Force Field" TV Spot:
-- Title: "Force Field"
-- Agency: Accentmarketing
-- Client: Farmers Insurance
-- Length of Spot: 30-seconds (:25 / :15 versions available)
-- Launch Date: July 6, 2009
-- Markets where it will air: National
-- Associate Creative Director: Peter Sanchez
-- Senior Copy Writer: Maite Garcia
-- VP, Account Group Director: Alice Rivera
-- Account Director: Emily Preciado-Fonseca
-- Executive Producer: Rudy Leschhorn
-- Production House: Weird Pictures
-- Director: Martin Weisz

About Farmers
Farmers is a trade name and may refer to Farmers Group, Inc. or the Farmers Exchanges, as the case may be. Farmers Group, Inc., a management and holding company, along with its subsidiaries, is wholly owned by the Zurich Financial Services Group. The Farmers Exchanges are three reciprocal insurers (Farmers Insurance Exchange, Fire Insurance Exchange and Truck Insurance Exchange), including their subsidiaries and affiliates, owned by their policyholders, and managed by Farmers Group, Inc. and its subsidiaries. For more information about Farmers, visit our Web site at www.farmers.com.

About Accentmarketing
Established in 1994, Accentmarketing (accentmarketing.com) is a full-service Hispanic marketing communications agency with offices in Miami, Los Angeles and Detroit. A certified minority owned business and member of The Interpublic Group of Companies, Accentmarketing employs a multinational and multicultural staff. The agency's client partners include the American Heart Association, Farmers Insurance, GobiernoUSA.gov, Chevrolet, the California Association of Realtors, Kaiser Permanente, Brown-Forman and the US Navy.

Media Contacts:
Jerry Davies
Farmers Insurance - Director of Media Relations
323-932-3662
jerry.davies@farmersinsurance.com

Claudia Miani
Accentmarketing - PR Supervisor
305-537-2282
cmiani@accentmarketing.com "

Aggregated by HispanicTips :: Hispanic & Latino News & Information

Federal Citizen Information Center Launches Hispanic PSA Campaign to Drive Traffic to GobiernoUSA.gov and 1 (800) FED-INFO :: Goal is to provide US Hispanic community with easy access to government information

Tomas — Tue, 07 Oct 2008 18:36:28 +0000

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accentmarketing announced that Jose Pagan-Ortiz has joined the agency as Senior Vice President, Group Account Director.

Tomas — Fri, 12 Sep 2008 14:27:34 +0000

Accentmarketing Announces New Leadership Team on Chevrolet Account – Esteban, Rodriguez, Schiffer and Kruger Receive Promotions

Tomas — Thu, 12 Jun 2008 13:17:30 +0000

"Today accentmarketing, Chevrolet’s Hispanic agency of record since 1998, announced the recent promotions of account management and creative personnel on its talented team that services Chevrolet. - Yareli Esteban has been promoted to Group Vice President, Management Supervisor. During the past three and a half years, Yareli has made a significant impact on Chevy’s regional business with her strategic marketing skills, and has excelled in building collaboration within Chevrolet’s roster of agency partners, while overseeing the brand’s Hispanic efforts in the South and North Central Regions of the country. Yareli has launched many innovative regional programs focused on maximizing media and promotional opportunities for key nameplates including Silverado, Tahoe and Cobalt. With a deep understanding of the retail marketplace under her belt, Yareli is well poised to lead Chevrolet’s national and regional US Hispanic marketing initiatives in an integrated manner. - Sergio Rodriguez has been promoted to Vice President, Group Creative Director. At accentmarketing since 2005, Sergio has led the development of Chevrolet’s national Hispanic targeted creative that has successfully launched Malibu, HHR, Cobalt, Tahoe and the redesigned Silverado. Sergio’s creative work for the launch of the new Silverado, the “Milestones” TV spot, was recognized with an ADDY® Award in 2007. In his new and expanded role, Sergio will lead the Chevy creative team, while overseeing both national and regional creative development for the Chevrolet brand. - Christy Schiffer has been promoted to Vice President, Group Account Director on the Chevrolet national business, reporting to Yareli Esteban. Christy has been instrumental in the growth of the business and was responsible for the successful Malibu multi-platform launch earlier this year. In addition to her recent successes on the Chevrolet account, Christy brings 10 years of automotive advertising expertise to accentmarketing. - Kurt Kruger has been promoted to Group Account Director, Chevy regional advertising and fulfillment. Since joining accentmarketing in 2006, Kurt has developed a deep understanding of Chevy’s business needs in addressing the Hispanic market across the US. His commitment to accentmarketing and to Chevrolet’s growth, his energy level and drive are a big asset to accentmarketing’s Chevrolet service team. Kurt, too, will report to Yareli Esteban. “I am confident this talented, strategic and capable leadership team will excel in their new roles and continue to bring energy and excitement to the business.” said Lisette Hoyo, EVP Client Services Director, and Managing Partner. About accentmarketing Established in 1993, accentmarketing (www.accentmarketing.com) is a full service Hispanic Integrated Marketing Communications agency with a staff of 90 throughout its offices in Miami, Detroit, Los Angeles and Dallas. A member of The Interpublic Group of Companies, minority-owned accentmarketing employs a multinational and multicultural staff. The agency's client roster includes: the American Heart Association, Alltel Wireless, Brown-Forman, General Motors, Kaiser Permanente, Farmers Insurance, the United States Navy and USA.gov."

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Grupo Gallegos Drops Out of Wal-Mart Hispanic Review

Tomas — Wed, 13 Dec 2006 15:54:04 +0000

"Grupo Gallegos today issued a terse statement saying it would no longer participate in the review for the Hispanic account, expected to be worth more than $55 million. Wal-Marts Hispanic agency of record since 1995, independent Lopez Negrete, Houston, is a finalist in the review. Other contenders for the account include LatinWorks, Austin, Texas, and Miami-based Accentmarketing, which 49% owned by Interpublic Group of Cos. "

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