State Farm is in the process of consolidating the majority of its marketing business with Omnicom, according to several parties with direct knowledge of the matter.
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“State Farm works with many vendors to provide solutions to meet our customers’ needs,” said a company spokesperson regarding its agency roster.
“Those relationships continue to evolve and are proprietary.”
Multiple individuals who spoke to Adweek regarding the business, however, agreed that State Farm would be transitioning to a new, Omnicom-focused approach with some notable exceptions involving agencies outside that organization.
The company, which is the United States’ largest insurance provider and one of its biggest advertisers, will at least partially follow the model set by McDonald’s, which awarded the lion’s share of its account to Omnicom in 2016 after a review that sparked debate over performance-based compensation requirements.