We Hear: Nationwide Reshuffling Its Agency Roster

By Patrick Coffee 

Over the past several months we’ve received a stream of tips regarding Nationwide, one of the country’s more generous advertisers with a measured spend upwards of $300M per year.

First, we learned that Nationwide had signed Ogilvy, which created its classic “on your side” tagline, for a campaign starring Peyton Manning that would run throughout the football season. The first ad in that series debuted, along with the client’s new logo, in September.

We continue to receive a number of tips regarding the client, and “mum” remains the word on its upcoming Super Bowl spot, which will mark the brand’s return to the big game after eight years.


One thing is clear: as per our headline, Nationwide is making changes to its agency roster. Many of the recent tips concerned Moxie, and here’s the corporate statement:

“We continue to have a relationship with Moxie. They are currently working on other projects for us and, like all companies, we evaluate work scope in a flexible manner throughout the year.”

The agency has not responded to repeated requests for comment, but this quote reads as if the client has transferred some aspects of its work with NASCAR from Moxie to an unnamed party. For context, the agency produced a series of ads starring driver Dale Earnhardt, Jr. in recent years and the brand will continue to sponsor him. Sources tell us that the change will almost certainly affect staffers at the agency’s Columbus, Ohio office (Nationwide is currently its biggest account).

McKinney refrained from commenting on the business other than to restate its status as the client’s official creative agency of record.

UPDATE: Today’s teaser, about which we heard absolutely nothing yesterday, was created by McKinney.