He had served in the CMO role at State Farm for 12 years and had been with the firm since 1992.
Harbert led a complete transformation of the State Farm logo and overall brand positioning. He also reinvigorated the iconic Like a Good Neighbor slogan and re-introduced Jake from State Farm in 2020.
Kristyn Cook will step into the CMO role at the start of the new year. She is a former State Farm agent and has also been instrumental in reshaping the State Farm marketing strategy, expanding beyond traditional media and historically targeted demographics. Her work bridged the legacy State Farm brand into digital platforms like the metaverse, gaming and TikTok to better reach Gen Z and Millennial markets.
