AHAA: The Voice of Hispanic Marketing announced that State Farm is the winner of the 2016 AHAA Marketer of the Year Award. It joins a prestigious short list of elite brands that have received the award, including McDonald's, Toyota, and Walmart. Leif Roll, marketing vice president at State Farm, will accept this award during the 2016 AHAA Annual Conference on Wednesday, April 20 at the Nobu Eden Roc Resort in Miami.
Roll will be joined by Luis Miguel Messianu, Chairman and CEO of Alma, for a candid discussion on the State Farm brand's successful 20-yearlong commitment to Hispanics and what it takes to stay relevant in a changing marketplace.
To be considered for this prestigious award, companies had to demonstrate a top-down commitment to multicultural marketing and significant spending commensurate with the opportunity in marketing efforts targeting Hispanics. State Farm is the top Hispanic advertising investor among the financial services and insurance category. According to AHAA research study, in 2014, the company allocated 22 percent, or $109 million, of its advertising budget to Hispanic-dedicated efforts. In addition, the Hispanic or multicultural strategy must form part of the company's overall strategy with measurable accountability across all business units.
"State Farm is a best-in-class Hispanic investor whose Total Market strategy captivated the hearts of Hispanic families across America with their creative and emotional advertising campaign," said AHAA chair Linda Lane Gonzalez, president of viva partnership. "Coupled with their long-standing commitment to develop the next generation of Latino leaders through their many community partnerships, State Farm easily rose to the top of our 2016 list."
Ranked as the top private passenger auto insurer in 2015 by the Insurance Information Institute, State Farm wanted to increase its awareness of its financial services, like retirement plans, life and health insurance. As such, State Farm tapped DDB, Translation, InterTrend, and Alma to create a Total Market advertising campaign that goes beyond auto insurance and offers solutions for life. The spots capture in an honest and culturally relevant way moments like getting married, dropping a child off at college, or starting a family.
"We have seen a lot of growth from our savvy Hispanic consumers who want to be prepared for what life has to offer, and we are proud to have connected with so many families and have earned their trust when it comes to planning for life events both big and small," said Roll. "We are honored to accept the 2016 AHAA Marketer of the Year award."
In addition to extensive social media efforts through its State Farm Latino platforms and sponsorships of shows like Telemundo's La Voz, the Hispanic spinoff of NBC Network's The Voice, State Farm has several partnerships focusing on leadership development and education for Latinos.
The 2016 AHAA Annual Conference will focus on the marketing landscape's unprecedented speed and scope of disruption and change with its theme AHAA 20/20: The Future in Focus. Themes like demographic disruption, programmatic, native advertising, ad blocking, digital advertising fraud will be covered, along with a strong roster of C-suite leaders and futurists who will arm attendees with strategies to leverage every consumer touch point. Keynote speakers include: Wendy Clark, President-CEO of North America DDB; film and television screenwriter and producerRoberto Orci, billion-dollar filmmaker behind some of the decade's biggest films including Mission: Impossible III, Eagle Eye, Transformers, Transformers: Revenge of the Fallen, Cowboys and Aliens and the Star Trek films; Eric Reynolds, SVP-Chief Marketing Officer, The Clorox Company; and Benjamin Rich, Author of Searching for Whitopia: An Improbable Journey to the Heart of White America.
For more information, please visit http://ahaa.org and follow all conference chatter on Twitter using the @ahaa handle and hashtag #ahaafuture.
About AHAA: Founded in 1996, AHAA: The Voice of Hispanic Marketing is the national trade organization of all marketing, communications and media firms with trusted Hispanic expertise.