Publicis To Support American Family, The General For U.S. Media Strategy, Planning, Buying

American Family Insurance and The General -- two brands of American Family Insurance Group -- have selected Publicis to support their U.S. media strategy, planning and buying. The team, led by Performics, will serve digital and traditional media, and leverage Epsilon technology and data.

Data drives the media decisions at both brands.

Performics will ensure that the brands’ media strategies incorporate input from its media-mix models based on historical performance, and monitor key performance indicators closely to optimize and drive results.

The brand is creating an enterprise marketing division that will combine all American Family Insurance operating company marketing teams. Elicia Azali, will transition from chief revenue officer for The General, to CMO for the entire group on July 1.

“We are excited about Publicis' proven track record of designing bespoke media solutions that benefit each brand individually as well as the American Family Insurance enterprise,” Azali said.



This multi-year partnership will leverage the company’s buying power, advanced targeting capabilities, and data-utilization framework, as well as the ability to tap into the entire Publicis Groupe network.

This is the first time American Family and The General have worked with Performics. The agency will handle planning and buying for all paid media channels for the brands.

KPIs tie directly into the growth of the individual brands, as well as the enterprise. Success will also be measured by the strength of its relationship with Performics.

Performics will represent American Family Insurance and The General in the 2021 and 2022 upfront marketplace.

The General is transitioning immediately. American Family will transition in early July. 

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