Nationwide Drops McKinney as Its Agency of Record After a 7-Year Relationship

Intends to 'move in another direction' creatively

Insurance giant Nationwide has parted ways with its creative agency of record, McKinney, after nearly seven years.

"Nationwide works with a number of creative agencies to support our business needs," a client spokesperson told Adweek. "We recently informed McKinney of our intent to move in another direction regarding our creative work. We wanted to give the agency as much notice as possible so it could plan accordingly. McKinney has been a valued partner for nearly seven years, playing a critical role in the successful development of the 'Join the Nation' campaign that launched in 2012. Our brand is healthier because of McKinney's efforts. As Nationwide's business needs change, we're evaluating all of our options to help us evolve our brand."

McKinney was not the agency responsible for last year's most-discussed Super Bowl spot, "Make Safe Happen," which was created by Ogilvy & Mather New York. But the Cheil Worldwide shop has produced a wide variety of work for the brand—including the 2015 Big Game campaign "Invisible" starring Mindy Kaling—since winning its business in a 2009 review.

"We are proud of the work we created, the successes we achieved together and the friendships we formed over seven years of committed partnership with so many good people at Nationwide," said McKinney chairman and CEO Brad Brinegar. "We are obviously disappointed with their decision. This was a long relationship, given that the average tenure of an account in the U.S. is just over three years. This does not reflect poor performance by McKinney. What it does reflect is a shift in strategic focus and client leadership."

Nationwide declined to offer further details regarding its plans to launch a creative review. "We're evaluating all of our options to help us evolve our brand," a spokesperson told Adweek.

The company spent $306 million on measured media in 2013, according to the most recent numbers available from Kantar Media.