• by Richard Whitman , Columnist, June 12, 2021

Madison, WI-based American Family Insurance and sibling auto insurance provider The General have selected Publicis Groupe to handle its U.S. media strategy, planning and buying account. 

Client spending is estimated at between $150 million and $200 million annually. 

The holding company has formed a custom unit to handle the assignment that will be led by Chicago-based performance marketing agency Performics and which will service all digital and traditional media for the new client. The bespoke operation will leverage the Groupe’s Epsilon technology and data for precision audience targeting. 

Elicia Azali, incoming Chief Marketing Officer of American Family Insurance Group said the company would work with its new agency to use “the scale of our brands to drive media efficiency and growth for our businesses.”

Paul Tibbitt, CEO of Performics, commented, “Our mission is to generate business results for American Family and The General by harnessing Performics’ performance marketing expertise, Epsilon’s best-in-class technology and data and the buying clout of Publicis Groupe for traditional media.”

The American Family insurance group reported revenue of more than $12.9 billion in 2020.