Marketing Over Coffee Marketing Podcast Alyson Griffin of State Farm On Marketing and Culture
Oct 31, 2025
Alyson Griffin, Head of Marketing at State Farm, has an impressive background leading marketing at major tech giants like HP and Intel. In this conversation, she delves into the intriguing evolution of Jake from State Farm and how gaming fits into passion-driven marketing. Alyson highlights the importance of cultural relevance, discussing how State Farm harnesses moments like NFTs and celebrity events to capture attention. She also shares insights on the adoption of AI in marketing and recommends resources for those wanting to explore co-intelligence.
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Unexpected Career Pivot Led To Marketing
- Alyson Griffin pivoted from pharmacy to advertising after an “aha” moment in an advertising class.
- She built a marketing career starting in PR, moving in-house at HP, then Intel, before joining State Farm.
Relevance Trumps Awareness For Old Brands
- Griffin says big, tenured brands often have awareness but suffer from relevance problems.
- She used digital and data-driven marketing to restore relevance at HP, Intel, and State Farm.
Jake Originated As A Real Employee
- The original Jake from State Farm was a real call-center employee named Jake who literally wore khakis.
- His khakis hang in a State Farm bar as a tribute and he still works there today.
