How Farmers Insurance learned to love marketing effectiveness

Reed Karaim

Farmers Insurance, the insurance provider, has ramped up its focus on marketing effectiveness in a bid to drive the maximum return on its investment.

Scott Griffiths has the slightly unusual job title of chief financial officer of marketing.

And one lesson he’s gained from over seven years fulfilling this role at Farmers Insurance is not entirely flattering for his industry colleagues: “Don’t trust marketeers.”

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