Farmers Insurance Encourages Consumers to Start the Year

Farmers Insurance Encourages Consumers to Start the Year Smarter With
the Launch of Its New "It's Smarter to Have a Plan" Advertising
LOS ANGELES, CA -- (Marketwire) -- 01/02/13 --  Farmers Insurance,
one of the country's leading insurers, will unveil its latest
advertising campaign, "It's Smarter to Have a Plan," during this
week's series of college football bowl games. 
Designed to help consumers become smarter about insurance by showing
a number of important and practical insurance tips, the new campaign
also reinforces Farmers Insurance's position as a strong and
experienced company with knowledgeable and industry-leading agents. 
"At Farmers, we're committed to making our customers smarter about
insurance. We believe that knowledge is power and that we can help
make consumers more confident about their insurance decisions," said
Mike Linton, Head of Enterprise Marketing for Farmers Insurance. "Our
new campaign continues to place Farmers Insurance agents as the
best-trained agents in the industry, ready and able to provide expert
insight to consumers." 
The campaign, developed by the insurer's agency of record, RPA, is a
clear evolution of its current "University of Farmers" campaign,
which features well-known actor, J.K. Simmons, as the clever and
quirky Professor Nathaniel Burke. 
In the new campaign, Professor Burke acts as a proxy for actual
Farmers agents, helping consumers get smart about insurance, everyday
risks and offering practical solutions. In an evolution from the
current campaign, Burke will leave the confines of the University of
Farmers campus to the real world where insurance meets the customer.
Burke will walk with customers through a number of settings and will
point out risks that a consumer might not have previously considered.
In a departure from much of the industry's current advertising, the
focus of the Farmers campaign will be on helping consumers avoid
problems. Rather than concentrating on price of coverage
explanations, the campaign will feature helpful tips to empower
The TV spot that launches the campaign is called "Dog Bites" and
features Professor Burke. He reminds consumers about the significant
impact every day events, like dog bites, can have on their lives and
the need to be adequately insured. For example, i
ndustry data shows
that dog bites account for one-third of all paid homeowners insurance
claims, while leaving empty boxes by the curb may be a sign to
would-be thieves that there are new and expensive targets for them to
burglarize inside one's home.  
As the campaign continues, additional spots will share relevant
facts, preventative tips and interesting insights -- demonstrating in
a witty and approachable manner that Farmers Insurance and their
University of Farmers-trained agents are committed to making
consumers smarter about insurance. 
Farmers Insurance Group of Companies is a leading U.S. insurer of
automobiles, homes and small businesses and also provides a wide
range of other insurance and financial services products. Farmers
Insurance is proud to serve more than 10 million households 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. 
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 Insurance 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 its Web site at or at  
Mark Toohey
Head of Media Relations
Farmers Insurance
(805) 907-2216 
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