Insurer Audits Brand

Marketing agency Via has been asked by Nationwide Insurance to undertake a “brand audit” of the company’s advertising and marketing programs.

The agency will evaluate the effectiveness and efficiency of all facets of Nationwide’s initiatives, said John Coleman, chief executive of Via. The shop is headquartered in Portland, Maine, but maintains an office in Columbus, Ohio, which is also home to Nationwide.

Temerlin McClain in Irving, Texas, handles Nationwide’s core insurance business, and Burrell Communications of Chicago targets African-American consumers.

Nationwide spent more than$20 million on advertising in 2000 and nearly $10 million through August 2001, according to CMR.

Coleman stopped short of calling the audit process a precursor to a full-blown agency review, but he did say that marketing changes and new assignments could result based on Via’s findings.

Through an existing relationship with an undisclosed client, Via learned that Nationwide was looking for help in monitoring its brand image, said Rich Rico, founding...