Why "Jake from State Farm" became such a cultural icon, according to Kristyn Cook, the company's chief agency, sales, and marketing officer

Business Insider

State Farm's Kristyn Cook, who is the company's chief agency, sales, and marketing officer, explains how "Jake from State Farm" embodies the company's mission at the Cannes Lions 2024 International Festival of Creativity.

Transcript

00:00We were very fortunate to have Jake from State Farm, he is now part of the cultural lexicon.

00:05I think why he's so popular and knowing him firsthand is that what you see on the screen

00:10and the sincerity is exactly who he is in real life. In fact oftentimes when we're on shoots

00:17he always asks for a plus two and the posse he travels with is his mom and dad because he wants

00:24to thank them for everything that they did for him but then also I know that they're so incredibly

00:29proud and so if that's not a good neighbor I don't know what is. Everything we do starts with

00:40the notion that like a good neighbor State Farm is there and how we bring that to life and tell

00:45that story and the incredible mission that we have to help people, marketing plays a big role.

00:50So it starts with our strategy where we think about consumers and insights and that informs

00:56everything that we do from how we think about our creative in particular, what channels that

01:01creative shows up on and our incredible assets that we have at State Farm including Jake from

01:06State Farm. He's been really important to us in terms of the personification of a good neighbor

01:11and how we utilize him to be relatable to consumers especially the younger generation

01:18but then to also demonstrate that we are square in the middle of culture. You've seen Jake at the

01:24WNBA draft and when you saw Kaitlyn Clark number one draft pick for the Indiana Beaver come off

01:30on the stage, Jake was one of the first people to give her a hug and that was that was meaningful.

01:35He's a friend at the end of the day and he demonstrated that team State Farm supports

01:40that incredible athlete in women's sports in general and we want to move at the pace of culture

01:45so that we can seem to be cool and that people can say State Farm is a place for us so that we can

01:50be a force for profitable growth for the organization.

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