Nationwide kept its U.S. media business in the family by consolidating its at UM, a longtime roster shop.
UM, out of its offices in New York and Detroit, will handle planning and buying in both traditional and digital media. Nationwide spent more than $330 million on media last year, according to Nielsen.
UM, a unit of Interpublic Group, has worked for Nationwide since 2008 and was retained after another media review, back in 2009.
"UM has the critical skill and scale to meet Nationwide's needs, while tailoring specific solutions for our diverse business portfolio," said Matt Jauchius, the insurer's chief marketing officer.
Previously, the account was split among several shops, including McKinney (media planning), UM (media buying) and Rosetta (digital media buying). So, the losses at McKinney and Rosetta are UM's gain.
Today's consolidation came after a review.
Creative responsibilties were not in play and remain at McKinney, which is based in Durham, N.C. McKinney's relationship dates back to 2009.