Harbert joined State Farm in 1992 as an agent. During his tenure as CMO, he helped the State Farm brand become even more recognizable amidst fierce competition and rapid modernization of the insurance industry. He led a complete transformation of the State Farm logo and overall brand positioning. He also reinvigorated the iconic Like a Good Neighbor slogan and re-introduced Jake from State Farm in 2020.

“State Farm is represented by 19,500 agent offices across the country. It’s been my honor to lead this agency force and to move our brand forward,” said Harbert. “I’m pleased to pass the torch to Kristyn, who has been by my side playing a pivotal role in some of our biggest marketing and agency decisions. I have no doubt she will continue to exemplify what it means to be a good neighbor.”

Kristyn Cook will step into the CMO role at the start of the new year. Cook is a former State Farm agent and has also been instrumental in reshaping the State Farm marketing strategy, expanding beyond traditional media and historically targeted demographics. Her work bridged the legacy State Farm brand into digital platforms like the metaverse, gaming and TikTok to better reach Gen Z and Millennial markets.

“I’ve been so fortunate to work alongside Rand for the past three years and will continue to build on the impactful work we accomplished in our time together,” said Cook. “My connection to State Farm runs deep. My father was an agent, I opened my own State Farm agency 15 years ago, and I’m thrilled to step into my new role as Chief Agency, Sales and Marketing Officer.”

“iHeartLand is designed to break down the walls between artists, creators, brands and fans in new ways that are only possible in the Metaverse,” said Conal Byrne, CEO of the iHeartMedia Digital Audio Group. “As the leading brand for music discovery and popular culture, and the No. 1 podcast network globally, we’re excited to build an entirely new world for our biggest creators and the biggest names in music to quite literally play with their fans. The interactive experiences players will get in iHeartLand and in this new first of its kind venue are going to be incredibly dynamic and creative. We couldn’t be more pleased to collaborate with State Farm given their history of innovation in marketing and desire to continue creating memorable experiences for consumers – and given our companies’ shared fundamental focus on community and neighbors, there was truly no other brand we’d choose to embark on this project with.”

State Farm shares in the excitement, says Rand Harbert, State Farm Chief Agency, Sales & Marketing Officer, “As the quintessential good neighbor, it only makes sense for State Farm to join the virtual neighborhood that is the metaverse. We‘re excited to work with iHeartMedia to meet consumers where they are in a way only our two brands can. Together, we aim to create a space where fans can come together to compete and collaborate to unlock once-in-a-lifetime experiences in a virtually limitless world of entertainment in iHeartLand.”

iHeartLand will be the premier destination in the metaverse for fans to interact with artists and creators while learning how to build their own music empire through competition, collaboration and connection with the biggest names in music, podcasting and entertainment. To celebrate its launch, the new arena will kick off a steady drumbeat of events where fans can expect performances, new music drops, interactive podcasts, exclusive collectible merch and special access to VIP experiences curated exclusively for metaverse players. Additional details about iHeartLand and the performance and event lineup will be announced closer to launch.

About iHeartMedia

iHeartMedia, Inc. [Nasdaq: IHRT] is the leading audio media company in America, reaching over 90% of Americans every month, and has a portfolio of unmatched consumer brands and industry-leading events. iHeart’s broadcast radio assets alone have more consumer reach in the U.S. than any other media outlet; twice the reach of the next largest broadcast radio company; and over four times the ad-enabled reach of the largest digital only audio service. iHeart is the largest podcast publisher according to Podtrac, with more downloads than the next four podcast publishers combined; has the number one social footprint among audio players, with seven times more followers than the next audio media brand; and is the only fully integrated audio ad tech solution across broadcast, streaming and podcasts.  The company continues to leverage its strong audience connection and unparalleled consumer reach to build new platforms, products and services. Visit iHeartMedia.com for more company information.

And in 2020? What an accomplishment!

“In February, when we refreshed our brand and reintroduced Jake from State Farm, none of us could have imagined what was about to unfold,” said Rand Harbert, Executive Vice President and Chief Agency, Sales and Marketing Officer. “In this unique time, being a good neighbor is more important than ever, and we continue to find new and different ways to tell our story to consumers."

The Ad Age editorial board determines the nominees, so this recognition is especially meaningful because there is no application process in order to be considered. Read the full Ad Age story.

Excerpts from the Ad Age story:

• In late January, weeks before the pandemic set in, State Farm made a move that would power the insurer through a turbulent year: It rekindled its iconic tagline, “Like a Good Neighbor, State Farm Is There.” The 49-year-old line is among the most recognizable phrases in advertising.
• In 2020, the 98-year-old company did more than reclaim a piece of its past—it unleashed a modernization program that touched nearly every facet of its business, from overhauling its media investments and ad partnerships to bolstering its digital acumen. In an era when plenty of brands are playing lip service to “agility,” State Farm moved faster than most, getting coronavirus-response ads to air quickly while finding new ways to reach consumers, including moving beyond its normally sports-heavy strategy when leagues shut down earlier this year. The overhaul led to a record year of growth as it added 1.5 million auto policies through November.
• ...consumers put a premium on brands they can trust. State Farm boosted its loyalty with its "Good Neighbor Relief Program," which has returned $4.2 billion to customers via rate reductions and dividend credits. The program, which began in the early days of the pandemic, was communicated with an ad filmed by State Farm associates from their homes that the insurer turned around within days. While competitors unveiled similar programs, State Farm’s earned a top “A” grade from the Consumer Federation of America. "In this time where people are looking for safety and resilience and some sense of comfort, their marketing has definitely exemplified that," Carney says.
• State Farm also gained notice by sponsoring late-night talk-show host Jimmy Fallon’s "At Home" edition in April that included the late night talk show host plugging the insurer’s backing of a Red Cross donation program with a handwritten sign. Other sponsorships it struck on the fly included backing a special "Parks and Recreation" reunion on NBC and "The Disney Family Singalong" on ABC.com.

The Ad Age story also called out our ‘The Last Dance’ Deep Fake' commercial.

"State Farm, which typically makes big investments in sports marketing, also found a way to stay top of mind when pro leagues shut down in March and April. Its sponsorship of ESPN’s “Last Dance” Michael Jordan documentary drew major buzz—thanks to an ad from ESPN CreativeWorks that used deepfake technology for an ad showing Kenny Mayne sitting at 1998-era “SportsCenter” anchor desk talking about the Bulls documentary that will hit 22 years later."

'Last Dance Deep Fake' has also garnered other impressive accomplishments:

• Adweek’s #Adnatomy, a new video series exploring how brands, agencies and production companies continue to make commercials during the pandemic, sat down with the team at ESPN to chat about their much-heralded “Deep Fake” spot with State Farm, 
• Hashtag Sports Awards –  Winner, Most Engaging Advertisement – which celebrates the most engaging content, creators and campaigns in sports and entertainment.
• 2020 Clio Sports Awards –  four Clios, two Gold, two Silver. Clio Sports honors the best in sports advertising and marketing around the world. Annually, the foremost sports business influencers — marketing executives, commissioners, broadcasters and athletes alike — convene to select and celebrate the breakthrough communications that propel the industry forward, inspire a competitive marketplace of ideas and foster meaningful connections within the creative community.
• The Festival of Media North America Awards – several awards included: Campaign of the Year,  Best Sports/Entertainment, Best Collaboration, and Best Branded Content.. Festival of Media Awards programs have been showcasing the very best in media and marketing campaigns, while upholding and maintaining global industry benchmarks throughout the sector for more than 14 years. 

In the News:

• MediaPost: 'People,' State Farm Team For Campaign Around People-Of-The-Year Franchise (12/3/20)
• The Kansas City Star:  Chiefs’ Patrick Mahomes shows off cornhole game skills in new State Farm commercial (9/11/20)

Consumers will continue to hear from State Farm^® in a fresh, updated voice and new direction. Visit our Commercials YouTube Channel.