Focus on the Family

Tricia Despres

This 2009 ANA article discusses a campaign from American Family Insurance and The San Jose Group, a multicultural agency.

Focus on the Family

Tricia Despres

A Wisconsin insurer and its multicultural agency are applying “reverse transculturation” to extend the reach of the company's family-focused advertising

After producing its “Batazo” commercial (shown here) in Spanish for a Hispanic audience, American Family Insurance subtly changed the message to develop a version targeting the English-speaking general market.

Marketers at american family insurance believe there is a universal truth in the concept of family, even though the term means different things to different people. For many, family means parents, children, brothers, and sisters. For some, it's the sorority sisters who helped you study...

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