Fast Chat: State Farm's Tim Van Hoof

Marketer reflects on ads, category, economy

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Tim Van Hoof, who manages marketing and communications at State Farm, is on the front lines of the hyper-competitive insurance category, which has experienced significant increases in media spending in the past few years, despite the economic downturn. Competing brands produce multiple campaigns that often feature quirky spokes-characters. In June, State Farm bucked the character trend with the launch of its current “Get to a better state” campaign from DDB Chicago, which focuses on the company’s agents.

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