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By Katy Eckmann
ATLANTA–State Farm Insurance Cos. and AutoNation USA have tapped del Rivero Messianu in Coral Gables, Fla., to handle Hispanic marketing. Each budget is estimated at $1 million.
State Farm’s longtime general market agency, DDB Needham, Chicago, recommended Omnicom sister shop del Rivero Messianu (DRM) to State Farm. There was no agency review.
In the past, Bloomington, Ill.-based State Farm has appealed to Hispanic consumers via English-language advertising, said client official Bruce Petersen. DRM’s mission is to build brand loyalty with TV spots on Univision, breaking in mid-summer.
AutoNation USA also turned to its agency of record for help in finding its first Hispanic shop.
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