SJG To Help AmFam Reach Spanish- and English-Speaking Audiences
CHICAGO (June 13, 2007) – American Family Insurance has recently signed The San Jose Group (SJG) as its Hispanic agency of record to reinvigorate its brand presence within the emerging U.S. Hispanic market segment.
Prior to this official appointment, American Family had commissioned SJG to help the company develop a more targeted message for its most recent general market “Red Roof” campaign. Over the last several months, SJG has worked to adapt the campaign into culturally relevant Spanish-language executions that transcend television, radio and print media.
To address an even broader Hispanic audience, SJG also adapted the new Spanish-language “Red Roof” campaign back into English for a :30 TV execution that would resonate with acculturated and partially-aculturated Hispanic Americans who speak both English and Spanish. The execution was so successful that it recently ran during the Alma Awards on ABC, one of the largest television entertainment specials aired annually in English to recognize the achievements of Latinos in the entertainment industry.
The new assignment for SJG will include the development of new, original creative and media placement for the American Family Insurance corporate brand and property and casualty product lines.
“We are proud to partner with American Family Insurance to help them build loyalty and usage in a Hispanic segment that thinks and communicates in two languages,” said George L. San Jose, president and COO of SJG. “This segment has been largely overlooked by many companies and this will be a great opportunity for us to engage them.”
American Family joins a growing list of financial services companies that have turned to SJG for its expertise in promoting services that provide financial security for families.
Based in Madison, Wis., American Family Insurance offers auto, homeowners, life, health, commercial and farm/ranch insurance, plus financial services, in 18 states. American Family ranks 323rd on the Fortune 500 list and is the nation’s third-largest mutual property/casualty insurance company.Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets. For more information on The San Jose Group, please visit www.thesanjosegroup.com