Farmers Insurance has appointed Havas Media as its new media agency of record after a review, the company confirmed today.  

Farmers' estimated annual media expenditure is $51.5 million, according to agency research firm COMvergence. 

“Effective immediately, Havas will support media strategy, planning, buying, activation and measurement across Farmers Insurance’s national marketing initiatives,” the company stated. 

Earlier this yea,r Farmers Insurance launched separate creative and media agency reviews. The firm announced that it had named Dentsu Creative as its new media agency in April. 

The firm previously worked with both RPA and Zenith on media assignments. RPA had been the firm’s longtime creative agency. 

Separately, the company unveiled the first work from Dentsu Creative and new assets that the company said are designed to make its offerings easier for consumers to understand. Changes include the new Farmers Coverage on a Page resource, a snapshot of coverage included in select Farmers auto and home policies. Also new: Farmers Coverage Review sessions.  

"The strategy is grounded in a simple belief: our customers' insurance coverage should be easy to understand, with no jargon, no big words, and no lawyer needed to make sense of it," stated Eleanor Solomon, head of creative for Farmers Insurance.