State Farm upends marketing to react in pandemic, social-justice moments

State Farm, the insurance provider, has learned to move with heightened rapidity at a time of profound disruption.

State Farm, the insurance company, has adopted a new marketing policy in the face of the COVID-19 pandemic and widespread movements to end racial injustice.

“A perpetual planning cycle is something that we've never seen before,” Matthew Coleman, the company’s marketing director, told the Association of National Advertisers’ (ANA) “Agile Marketing in the New Normal” digital conference.

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