When you think of insurance, you probably don't think of Caitlin Clark, the WNBA, or the high-stakes world of NCAA basketball. Honestly, most people think of paperwork and premiums. But if you’ve noticed that State Farm feels a bit different lately—maybe even "cool"—that isn't by accident. It’s the result of a massive strategic shift led by Kristyn Cook, State Farm’s Executive Vice President and Chief Agency, Sales, and Marketing Officer.
Kristyn Cook isn't just another executive in a suit.
She's a former Syracuse University basketball player who once served as a captain for the Orange. She knows what it's like to be in the paint. That athlete’s mindset is basically the secret sauce behind why you're seeing Jake from State Farm everywhere from the Super Bowl to the WNBA draft. Since taking over the top marketing and sales spot in early 2023, Cook has been the architect of a brand revival that actually respects the 100-year history of the company while racing to keep up with Gen Z and Millennials.
The Strategy Behind Kristyn Cook State Farm Marketing
What most people get wrong about big corporate marketing is thinking it's all about "vibes." For Kristyn Cook, it’s about business results. In a 2025 interview with Sports Business Journal, she made it clear: insurance isn't naturally "cool," so sports is the vehicle.
It works.
Think about the "With the Assist" platform. It’s not just a catchy slogan; it’s a direct bridge between the insurance term and the basketball court. Cook has leaned heavily into the "NIL" (Name, Image, and Likeness) era, signing stars like Caitlin Clark and JuJu Watkins long before they were household names in every American living room.
Why Women’s Sports?
- The Growth Gap: While men’s sports are saturated, women’s sports are experiencing an explosion in cultural currency.
- Authenticity: Cook has stated that she wants to be the "shoulders for other people to stand on," reflecting her own journey as a Division I athlete.
- Loyalty: Data shows fans of women’s sports are often more engaged and loyal to sponsors than the broader market.
She’s basically betting that by being the "first mover" in these spaces, State Farm becomes the default choice for a generation that values representation. It's a long game.
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From Agent to the C-Suite
One thing that makes Kristyn Cook’s leadership unique at State Farm is that she’s actually done the job. She isn't just theorizing from a high-rise in Bloomington. She started her career over 25 years ago in marketing and sales but then took a massive leap: she became a State Farm agent in Chicago.
Think about that.
She spent years on the ground, sitting across from families in Chicago, talking about life insurance and car accidents. She knows exactly what it’s like to try and explain a policy when someone is stressed out. That "front-line" experience is probably why she’s so protective of the 19,000 independent contractor agents she now leads. She understands that while a Super Bowl ad gets people in the door, it’s the local agent who keeps them there.
Her rise through the ranks wasn't a straight line. She held roles as Vice President of Agency in the West Central U.S. and Area Vice President in the Southeast. By the time she was named Chief Agency, Sales, and Marketing Officer, she had a 360-degree view of how the company actually breathes.
Breaking Barriers at Harvard and Beyond
If you look at her credentials, it’s a bit intimidating. Cook graduated from Syracuse’s Maxwell School of Citizenship and Public Affairs with a Master’s in Public Administration. But the real "mic drop" moment was at Harvard Business School.
She completed the General Management Program there in 2017. Her peers elected her as the Class Speaker. That made her the first American female in the history of that specific Harvard program to hold that honor.
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She’s also a member of The Chicago Network and has served on boards for Bakkt Holdings and the American College of Financial Services. In June 2025, she was even awarded the "Choose Creativity Award for Inspired Leadership" in New York City. The person presenting the award? WNBA Commissioner Cathy Engelbert.
The "Jake" Factor and Modern Brand Assets
Let's talk about the guy in the red shirt.
Before stepping into her current EVP role, Cook was the Senior Vice President of Agency & Marketing. During that time, she was a key driver in the "Jake from State Farm" rebrand. Honestly, it was a risky move. Reimagining an iconic character could have backfired. Instead, Jake has become a cultural icon who can hang out with Arnold Schwarzenegger or photobomb Caitlin Clark without it feeling forced.
Cook’s philosophy is that "cultural relevancy is currency." She doesn't want State Farm to just be an insurance company; she wants it to be a part of the conversation.
Innovation Beyond TV Ads
Cook hasn't just stuck to traditional media. Under her watch, State Farm has experimented with:
- Gamerhood: A series on Twitch and YouTube targeting the gaming community.
- iHeartLand: A partnership in the metaverse to connect music, entertainment, and the brand.
- The "Agent State Farm" Mini-Movie: That 2024 Super Bowl ad with Arnold Schwarzenegger was a massive play in "absurdist humor" designed to catch the eye of younger viewers who usually mute commercials.
What This Means for You
So, why does any of this matter to the average person looking for insurance?
It matters because Kristyn Cook is shifting the focus toward the "customer journey." While the ads are flashy, the actual goal is leveraging technology to make interacting with an agent faster and more personal. She’s often talked about "agility" and "digital capabilities." This means more tools in the State Farm app and more ways to get help without waiting on hold for an hour.
It also means that the company is doubling down on "the Good Neighbor spirit." Cook oversees not just marketing, but also the Life, Health, and Investment Planning lines. She’s trying to position the company as a holistic financial partner, not just the place you call when you get a dent in your bumper.
Actionable Insights for the "State Farm" Consumer
- Look Local: Despite the national fame of the brand, Cook’s strategy relies on local agents. If you're looking for a quote, find an agent who is active in your specific community; they often have the most autonomy to help.
- Check the App: Much of the "modernization" Cook talks about is reflected in the digital tools. Use the "Steer Clear" or "Drive Safe & Save" programs if you want to see the "tech-first" approach in action.
- Follow the "Assist": If you’re a fan of women’s sports or community initiatives, keep an eye on State Farm’s local grants. Under Cook, they’ve increased their commitment to small business support and educational advancement.
Kristyn Cook has managed to do something very difficult: she’s made a legacy brand feel like it belongs in 2026. By mixing the grit of a college athlete with the street-level experience of a former agent, she’s turned State Farm into a marketing powerhouse that actually understands its own roots. Whether you're a fan of the ads or just a policyholder, her influence is likely in your inbox or on your screen right now.
To get the most out of what State Farm offers today, your next best step is to download the mobile app and explore the "Drive Safe & Save" feature, which uses the digital advancements Cook has championed to potentially lower your premiums based on your actual driving habits. Alternatively, you can reach out to a local agent to discuss the "With the Assist" community programs available in your specific zip code.