NEW YORK – UM, a division of IPG Mediabrands, has been selected by Nationwide Mutual Insurance Company as its US media agency of record after a competitive review. Billings are not disclosed.

UM will handle all of Nationwide’s media business in the U.S., expanding its relationship with the financial services company to include planning and digital, in addition to buying and analytics duties, which the agency previously managed. The account will be led from UM’s
New York and Detroit offices.

Sarah Personette, US President, UM, said, “Nationwide has an appetite for partnership and innovation. After 15 years of managing their portfolio of business, we are thrilled to expand our planning relationship and to help them grow the robust digital marketing practice Nationwide currently uses to attract, retain and service customers.”

“For Nationwide, it’s all about tailored service, which is where UM rises above the rest. We have valued UM’s partnership since 1998 and we’re excited to deepen our relationship,” said Matt Jauchius, Nationwide’s Chief Marketing Officer. “Our competitive review process confirmed UM has the critical skill and scale to meet Nationwide’s needs, while tailoring specific solutions for our diverse business portfolio.”

Nationwide has recently adopted UM’s proprietary Audience Measurement Platform (AMP), which offered them the ability to measure, analyze and optimize the effectiveness of their campaigns on a more real-time basis. Under the new partnership, UM will leverage its full suite of digital media services for Nationwide, including Analytics, Ad Operations and SEO/SEM.

Scott Russell, UM, EVP Managing Director, Detroit, said “We are dedicated to helping Nationwide create value by driving the types of conversations they need to reach their customers in this ever-changing media marketplace.” Russell added, “This appointment is a testament to UM’s investment in talent and innovation. UM has both the brand-building experience to continue to grow the Nationwide name and products and the direct-response capabilities needed to help convert consumers ready to make a decision.”

Nationwide joins UM’s prestigious portfolio of clients, including Microsoft, Chrysler, Sony, J&J, and Mastercard.

About UM
UM (, a division of IPG’s Mediabrands, is a global marketing communications agency that represents some of the world’s leading marketers and strategic thinkers. Our clients include Chrysler, Coca-Cola, ExxonMobil, Johnson & Johnson, L’Oreal, Microsoft and Sony. As part of the Interpublic Group of Companies, UM has 151 offices in 127 countries and employs 3,600 creative thinkers and doers. UM has set out to prove that “Curiosity Works.” A performance driven agency with avid curiosity, enthusiastic collaboration and resolute accountability at its core, UM breeds a culture of curious collaborative thinkers. Yes&, for this reason, UM holds itself to a higher standard where the opportunity to take an idea further is a mandate. UM is consistently ranked as a top-ten global media network and a leader in advanced analytics. J3 is the dedicated agency within UM that serves the Johnson & Johnson account.

About Nationwide
Nationwide Mutual Insurance Company, based in Columbus, Ohio, is one of the largest and strongest diversified insurance and financial services organizations in the U.S. and is rated A+ by both A.M. Best and Standard & Poor’s. The company provides customers a full range of insurance and financial services, including auto insurance, motorcycle, boat, homeowners, pet, life insurance, farm, commercial insurance, annuities, mortgages, mutual funds, pensions, long-term savings plans and specialty health services. For more information, visit

Press Contacts
Fiona McRobert
UM, SVP Global Communications Director
[email protected]

Joe Case
[email protected]

Leave a Reply