This month, Edward Gold, advertising director at State Farm, is our featured marketer. In his role at one of the top insurers in the U.S. (well known for its “Like a Good Neighbor, State Farm Is There,” jingle), Gold manages all of the organization’s advertising initiatives. Below, Gold shares his marketing goals for 2015 and his thoughts on current industry issues.
Q. Can you describe your role for us?
I’m the advertising director for State Farm, based in Bloomington, Ill. I oversee the placement of all of State Farm’s advertising across all media from television, radio, newspapers, and magazines, to all forms of digital. I also oversee all of our sponsorship activities. This includes our relationships with the NBA, as well as everything else that has the name State Farm on it.
Q. What is the biggest issue facing the industry right now?
There are a number of them: transparency, visibility, content issues, and the whole programmatic supply chain.
Q. Can you take us through what’s new and exciting at State Farm?
There are so many great developments across every medium at State Farm. This includes everything we do around content and sponsorships, as well as all the opportunities that programmatic advertising provides from a display, mobile, and video standpoint. It’s interesting every day and there’s not always enough time to figure it all out.
Q. What goal would you like to accomplish by year’s end?
As I stated earlier, understanding the whole programmatic supply/value chain and ensuring that we are “best in class”!
Q. What’s your favorite business quote?
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” – John Wanamaker