Farmers Insurance is initiating a review of its United States creative and media accounts, ending a relationship with RPA that has spanned more than 15 years. The decision, announced March 20, 2026, signals a potential shift in the insurer’s marketing strategy after a long period of stability with the Los Angeles-based agency.
RPA has been the agency of record for Farmers since 2010, according to the agency’s website. During that time, RPA developed campaigns including the “We Know From Experience” initiative, which focused on showcasing the company’s expertise through real-life insurance claims. The agency too created the “We Are Farmers” digital experience, designed to connect with a mobile-first audience through short-form video and storytelling, leveraging the character of “Professor Burke.”
The review encompasses both creative development and media planning and buying, suggesting a comprehensive reassessment of how Farmers communicates with its customer base. The move comes as the marketing landscape continues to evolve, with increased emphasis on digital channels and data-driven advertising.
Recent work from RPA for Farmers included a television campaign and an interactive website aimed at helping customers identify potential gaps in their insurance coverage. The campaign featured advertisements directed by Craig Gillespie, known for his work on films like “Lars and the Real Girl,” and utilized partnerships with media outlets such as The New York Times, MSNBC, USA Today, and the NFL to distribute “custom editorial content.” A video feature channel, “Coverage Gaps,” was also launched on NFL.com, presenting analysis of plays impacted by defensive vulnerabilities.
Farmers Insurance has not publicly disclosed the reasons for the account review, nor has it indicated a timeline for selecting a new agency. As of March 21, 2026, neither Farmers nor RPA have issued further statements regarding the transition.
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