Hispanicize 2012

SESSION HASHTAGS:  #Hispz12  #SFarm

State Farm has been marketing to US Hispanics since 1997 and Alma has been their Hispanic advertising and marketing partner since the beginning. Together they’ve seen the Latino market expand and become increasingly diversified, competitors become more aggressive, media evolve, and State Farm’s advertising campaigns transition based on consumer needs and insights.  Yet, State Farm’s mission and values as a company have remained unchanged as has their commitment to the Hispanic Market.  This case study will focus on their most recent campaign “Get to a Better State” and how it’s been activated beyond just traditional advertising.

Panelists:

* Diego Yurkievich, SVP Executive Creative Director, ALMA 
* Madeline Perez-Velez, Group Business Director, ALMA
* Luz Ma. Vélez, Associate Digital Director, ALMA
* Kelly Thul, CPCU State Farm – Director, State Farm Sales and Marketing Department