DDB Chicago Wins Idea Pitch for State Farm Brand Refresh
Move Could Result in the End of ‘Get to a Better State’
State Farm late last year asked its roster agencies to pitch ideas for a brand refresh.
Now, according to people familiar with the matter, the marketer has chosen DDB Chicago’s brand refresh idea. These people said that the company has been calling it a brand “reframe,” and while it’s not immediately clear what DDB’s idea is, it will most likely involve a move away from the “Get to a Better State” positioning.