Farmers Insurance adds Muse Communications to its roster of Multicultural marketing partners.

Farmers Group, Inc. selected Muse Communications to be its marketing partner targeting the African-American consumer segment. Muse now joins Farmers’ other multicultural marketing partners, Accentmarketing, which focuses on the nation’s Hispanic consumers and IW Group, which spearheads the company’s efforts targeting the Asian consumer segment.

“In 2006, Farmers launched an initiative to become the market leader for the nation’s emerging markets,” said Faye W. McClure, vice president of strategic marketing for Farmers. “I am proud to say we have enjoyed a great deal of success in reaching this goal, thanks in part, to the work of our ethnic marketing partners. The addition of Muse, positions us well to expand our successful efforts to make Farmers the insurer of choice among African American consumers.”

As the agency of record for the African-American market, Muse Communications will develop an integrated marketing program, which includes broadcast, digital and promotional elements. Muse will also provide support for Farmers’ marquee event, the Farmers Insurance Group Angel City Classic in Los Angeles, an event that enhances awareness of the cultural and educational opportunities offered at America’s historically black colleges and universities.