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Harbert is credited with repositioning the State Farm model with strikes similar to reinvigorating the long-lasting “Like a Good Neighbor” slogan and re-introducing the Jake from State Farm character in 2020. The brand new Jake, who debuted in a pregame Tremendous Bowl advert, is performed by actor Kevin Miles, who changed the unique Jake, a khakis-wearing agent performed by an actual worker who unexpectedly went viral when the advert from DDB debuted in 2011.
In a 2020 interview with Advert Age, Harbert positioned the move to bring back the old slogan as a pragmatic one that allowed State Farm to grab on the notice it nonetheless had whereas battling big-spending rivals together with Geico and Progressive.
Harbert was additionally on the advertising and marketing helm in 2019 when State Farm elevated Omnicom’s Marketing Arm as its lead model artistic company, in what amounted to a demotion of its longtime partner DDB Chicago.
Extra just lately, Harbert has been thrust into troublesome selections such because the insurer’s transfer to stay by endorser Aaron Rodgers final yr because the Inexperienced Bay Packers quarterback drew destructive headlines when he examined constructive for COVID-19 and admitted he was not vaccinated, despite ambiguous statements that seemed to indicate the contrary. The transfer seemingly paid off as Rodgers went on to win the NFL MVP award final season. Rodgers seems in new advertisements that pitch State Farm’s new “Personal Price Plan” messaging.
Harbert’s 12-year CMO tenure quantities to a lifetime for a place identified for prime turnover and his retirement marks one more change in insurance coverage advertising and marketing management. In 2021, Progressive CMO Jeff Charney retired from the position he’d held since 2010. Not like State Farm, Progressive sought an outsider to interchange Charney, hiring Remi Kent, who had been CMO at 3M.
“State Farm is represented by 19,500 agent workplaces throughout the nation. It’s been my honor to guide this company drive and to maneuver our model ahead,” Harbert stated in a press release. “I’m happy to go the torch to Kristyn, who has been by my facet taking part in a pivotal position in a few of our largest advertising and marketing and company selections. I’ve little question she is going to proceed to exemplify what it means to be neighbor.”
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