Nationwide pitch brief

NEW BUSINESSPITCH BRIEF

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

OVERVIEWhttp://www.adweek.com/agencyspy/nationwide-ends-its-relationship-with-mckinney-after-nearly-7-years/101847http://www.adweek.com/agencyspy/nationwide-ends-its-relationship-with-mckinney-after-nearly-7-years/101847http://www.adweek.com/agencyspy/nationwide-ends-its-relationship-with-mckinney-after-nearly-7-years/101847

OVERVIEW 02

OVERVIEWWhile 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/

SUMMARY

SUMMARY 03

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

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.pdfhttp://www.naic.org/documents/web_market_share_150302_2014_property_lob.pdfhttp://www.naic.org/documents/web_market_share_150302_2014_property_lob.pdfhttp://www.naic.org/documents/web_market_share_150302_2014_property_lob.pdf

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

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.

DEMOGRAPHICS 05

COMPETITIVE ANALYSISDEMOGRAPHICS

GENRES

MALE

0% 25% 50% 75% 100%

FEMALE

0% 25% 50% 75% 100%

AllstateNationwide Prudential StateFarm

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%

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

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%

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 ANALYSISPSYCHOGRAPHICS


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

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

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

INTERESTS 13

Denver Broncos

Mitt Romney

Walmart

Target

Amazon.com

POPULARITY

COMPETITIVE ANALYSISINTERESTS


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

AUDIENCE INSIGHTS 14

AUDIENCE INSIGHTS

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TRENDS 15

TRENDS

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Nationwide pitch brief

Data & Analytics

Transcript of Nationwide pitch brief