State Farm, AutoNation Assign Hispanic Marketing to DRM

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. The used car dealer asked the Fort Lauderdale, Fla., office of Boston-based Hill, Holliday, Connors, Cosmopulos to screen agencies, said John Drury, chief marketing officer for AutoNation in Fort Lauderdale.

In the final round of the review DRM defeated Sanchez & Levitan, Miami; CreatAbility, also in Coral Gables; and Crespo/Manzano, North Miami Beach, Fla.

DRM will work closely with Hill, Holliday to develop an integrated campaign for Hispanic markets in South Florida, Texas and Arizona.

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