Insurer Audits Brand

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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...

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