Dallas-based independent ad agency, The Richards Group, has won the Farmers Insurance Group business, and has retained its Home Depot creative account.
The Richards Group will serve as the advertising agency of record for Farmers Insurance Group of Companies, after a four-month search. Responsibilities for the new account will include brand and creative development, strategic planning, media buying, relationship marketing and digital initiatives.
“Farmers Insurance has a powerful story, and we wanted the best possible advertising partner to help us tell that story,” said Kevin Kelso, EVP and CMO of Farmers Insurance in a statement. “Our search was thoughtful and thorough, and we are excited to begin working with The Richards Group.”
In addition, The Richards Group will retain the $580 million ad account for The Home Depot.
“Our client is putting all their services companies through a mandatory review process to ensure that they have the right partner to meet their needs,” said Stan Richards, CEO of The Richards Group via e-mail. “We were the second agency to go through the process, and we worked as hard as you would expect us to in order to prove that we were, in fact, the right partner.”