After a review that began in March, Nationwide Insurance has consolidated media duties with UM. The Interpublic Group of Cos.’ shop will now handle digital and traditional media-planning and buying, as well as analytics.
Cheil-owned McKinney was the incumbent for media planning, while Publicis Groupe’s Rosetta had supported digital-media buying. Nationwide has worked with UM, the incumbent on the traditional buying business, for 15 years. The shift will not impact McKinney, the lead creative agency for Nationwide, beyond media planning.
Agencies either referred calls to the client or couldn’t immediately be reached.
Nationwide spends about $300 million on measured media in the U.S., said Nationwide CMO Matt Jauchius.