Nationwide: New Business Pitch Brief

1. NEW BUSINESS
PITCH BRIEF

2. Nationwide has dropped McKinney as its creative agency of record after a nearly seven-year
relationship that included a wide variety of campaigns since 2009, not including the infamous 2015
“Make Safe Happen” Super Bowl spot (the one with the cute kid saying “I couldn’t grow up because I
died in an accident” - simultaneously depressing 114.4 million viewers).
THE BACK-AND-FORTH
A Nationwide company spokesperson told to AdAge:
“Nationwide works with a number of creative agencies to support our business needs. We recently
informed McKinney of our intent to move in another direction regarding our creative work. We
wanted to give the agency as much notice as possible so it could plan accordingly. McKinney has been a
valued partner for nearly seven years, playing a critical role in the successful development of the ‘Join
the Nation’ campaign that launched in 2012. Our brand is healthier because of McKinney’s efforts. As
Nationwide’s business needs change, we’re evaluating all of our options to help us evolve our brand.”
OVERVIEW 01
OVERVIEW
http://www.adweek.com/agencyspy/nationwide-ends-its-relationship-with-mckinney-after-nearly-7-years/101847
http://www.adweek.com/agencyspy/nationwide-ends-its-relationship-with-mckinney-after-nearly-7-years/101847
http://www.adweek.com/agencyspy/nationwide-ends-its-relationship-with-mckinney-after-nearly-7-years/101847

3. OVERVIEW 02
OVERVIEW
While McKinney Chairman and CEO, Brad Brinegar, commented:
“We are proud of the work we created, the successes we achieved together and the friendships we
formed over seven years of committed partnership with so many good people at Nationwide. We are
obviously disappointed with their decision. This was a long relationship, given that the average
tenure of an account in the U.S. is just over three years. This does not reflect poor performance by
McKinney. What it does reflect is a shift in strategic focus and client leadership.”
The client did not specify whether it will launch a full review; Nationwide works with various
agencies and returned to Ogilvy in 2014, 50 years after that agency wrote the “Nationwide is on
your side” tagline, to produce the “Make Safe Happen” campaign which (allegedly) facilitated the
departure of Nationwide CMO Matt Jauchius. It doesn’t look like the scathing reviews of that
campaign led to a change in the client’s relationship with Ogilvy & Mather.
http://www.redstate.com/erick/2015/02/01/adam-tucker-of-ogilvy-mather-tries-to-justify-a-crappy-nationwide-ad/
http://www.redstate.com/erick/2015/02/01/adam-tucker-of-ogilvy-mather-tries-to-justify-a-crappy-nationwide-ad/
http://www.redstate.com/erick/2015/02/01/adam-tucker-of-ogilvy-mather-tries-to-justify-a-crappy-nationwide-ad/
http://www.redstate.com/erick/2015/02/01/adam-tucker-of-ogilvy-mather-tries-to-justify-a-crappy-nationwide-ad/
http://www.redstate.com/erick/2015/02/01/adam-tucker-of-ogilvy-mather-tries-to-justify-a-crappy-nationwide-ad/

4. SUMMARY
SUMMARY 03
Nationwide Mutual Insurance Company, Inc. engages in insurance, retirement and investing, banking, and
claims center businesses. It offers vehicle insurance products that comprise auto, motorcycle,
snowmobile, ATV, RV, boat, personal watercraft, and scooter insurance; property insurance products,
such as homeowners, renters, condo, flood, and individual insurance; life insurance products, including
life, term life, whole life, universal life, and variable universal insurance; and specialty, travel, accident,
identity theft, specialty liability, personal umbrella, and agriculture insurance products.
Recent financial news reported earnings for the nine months ending September 30, 2015: the company
reported operating revenue of $19.5 billion, up 3% over the same period in 2014. Total sales were $31
billion up $1.5 billion over the same period in 2014.
Nationwide holds a market share of 3.3% and holds the title of the No. 1 small business insurer as well as
the No. 1 writer of farms and ranches in the U.S. Hoover identified Nationwide’s main competitors as
AllState, Prudential Financial and State Farm.
Nationwide’s property and casualty advertising expenses totaled $287 million in 2014, up 3% from
2013. The company ranks fourth nationally for ad spending, with AllState Insurance leading with $893
million.
http://www.naic.org/documents/web_market_share_150302_2014_property_lob.pdf
http://www.naic.org/documents/web_market_share_150302_2014_property_lob.pdf
http://www.naic.org/documents/web_market_share_150302_2014_property_lob.pdf
http://www.naic.org/documents/web_market_share_150302_2014_property_lob.pdf

5. The Columbus based company is highly engaged in sports marketing activities. In 2014, it became a
sponsor of the National Football League, which includes relationships with individual players, teams,
media and the Walter Payton NFL Man of the Year award. The strong tie with the NFL includes
team-specific partnerships with Denver Broncos, Pittsburgh Steelers, Dallas Cowboys, Cincinnati
Bengals, Arizona Cardinals, Atlanta Falcons, Chicago Bears and Oakland Riders. Moreover, Denver
Broncos’ quarterback Peyton Manning became the company’s spokesman, participating in various spots.
But the attention to sports marketing extends also to other sports. Some of them involve NASCAR
Racing, partnering with Dale Jr.; Golf, with the Nationwide Children’s Hospital Championship and The
Memorial Tournament; and Running, sponsoring the Columbus Marathon.
Terrance Williams, Nationwide’s CMO, has said very confident about the current strategy:
“Generally, our competitors outspend us on advertising, so we are very efficient with our resources,”
Williams wrote. “Our goal is to maximize our advertising budget by using data and analytics to help us
get the right message in front of the right audience at the right time to build our brand.”
In order to get ready to pitch and become fully informed about Nationwide’s consumers and competition,
you will need 3 different analyses:
• Competitive analysis
• Audience Insights
• Trends watch
SUMMARY
SUMMARY 04

6. DEMOGRAPHICS 05
COMPETITIVE ANALYSIS
DEMOGRAPHICS
GENRES
MALE
0% 25% 50% 75% 100%
FEMALE
0% 25% 50% 75% 100%
AllstateNationwide Prudential StateFarm

7. DEMOGRAPHICS 06
13 - 17
0% 25% 50% 75% 100%
18 - 24
0% 25% 50% 75% 100%
25 - 34
0% 25% 50% 75% 100%
35 - 44
0% 25% 50% 75% 100%
45 - 54
0% 25% 50% 75% 100%
AGE
SINGLE
0% 25% 50% 75% 100%
MARRIED
0% 25% 50% 75% 100%
IN A RELATIONSHIP
0% 25% 50% 75% 100%
RELATIONSHIP STATUS
55 - 69
0% 25% 50% 75% 100%

8. DEMOGRAPHICS 07
WHITE
0% 25% 50% 75% 100%
AFRICAN AMERICAN
0% 25% 50% 75% 100%
HISPANIC
0% 25% 50% 75% 100%
ASIAN
0% 25% 50% 75% 100%
RACE
COLLEGE
0% 25% 50% 75% 100%
HIGH SCHOOL
0% 25% 50% 75% 100%
GRADUATE SCHOOL
0% 25% 50% 75% 100%
EDUCATION

9. DEMOGRAPHICS 08
WITHOUT CHILDREN
0% 25% 50% 75% 100%
WITH CHILDREN
0% 25% 50% 75% 100%
PARENTING
<40K
0% 25% 50% 75% 100%
40K - 70K
0% 25% 50% 75% 100%
70K - 100K
0% 25% 50% 75% 100%
100K - 200K
0% 25% 50% 75% 100%
INCOME
>200K
0% 25% 50% 75% 100%

10. PSYCHOGRAPHICS 09
ART APPRECIATORS
0 50 100 150 200
BEAUTY AND WELLNESS AWARE
0 50 100 150 200
BUSINESS PEOPLE
0 50 100 150 200
DESIGN LOVERS
0 50 100 150 200
COMPETITIVE ANALYSIS
PSYCHOGRAPHICS
AllstateNationwide Prudential StateFarm

11. PSYCHOGRAPHICS 10
ENTERTAINMENT JUNKIES
0 50 100 150 200
FASHION LOVERS
0 50 100 150 200
FOODIES
0 50 100 150 200
GAMERS
0 50 100 150 200
HOME DECORATORS & DIYS
0 50 100 150 200
MOTOR LOVERS
0 50 100 150 200

12. PSYCHOGRAPHICS 11
0 50 100 150 200 0 50 100 150 200
0 50 100 150 200 0 50 100 150 200
0 50 100 150 200 0 50 100 150 200
MUSIC LOVERS NERDS
NETIZENS OUTDOOR ENTHUSIASTS
PARTY GOERS PET LOVERS

13. PSYCHOGRAPHICS 12
0 50 100 150 200 0 50 100 150 200
0 50 100 150 200 0 50 100 150 200
0 50 100 150 200 0 50 100 150 200
POLITICALLY ACTIVE PUBLIC FIGURE FOLLOWERS
TECHIES TRAVELERS
READERS SPORTS ENTHUSIASTS

14. INTERESTS 13
Denver Broncos
Mitt Romney
Walmart
Target
Amazon.com
POPULARITY
COMPETITIVE ANALYSIS
INTERESTS
AllstateNationwide Prudential StateFarm
84.4
140.5
142.4
130.5
127.9
83.7
113.8
131.6
102
133.7
102.2
105.2
107.3
103.1
104.1
192.9
144.7
125.6
122.3
109.9

15. AUDIENCE INSIGHTS 14
AUDIENCE INSIGHTS
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16. TRENDS 15
TRENDS
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