Nationwide Taps Wunderman

BOSTON Wunderman said it has been chosen for digital marketing chores by insurance giant Nationwide following a review.

The shop will handle all aspects of the client’s business from its New York office, succeeding Brulant in Cleveland. Nationwide is headquartered in Columbus, Ohio.

Spending was not disclosed, but sources estimated an initial budget in the $6-8 million range. Overall, the client spend $125 million in major measured media last year, per TNS Media Intelligence.

Work from WPP Group’s Wunderman will break in the third quarter and be closely aligned with mainstream ad efforts by Interpublic Group’s TM Advertising in Irving, Texas. The client’s overall positioning line is, “Life comes at you fast.” (Ads have included a notable Super Bowl execution starring Kevin Federline.)

First up for Wunderman is a redesign of Nationwide’s Web site. Wunderman also looks to enhance all digital client communications such as e-mail, rich media and mircosites.

“Nationwide knows insurance,” said Steve Zammarchi, president and CEO of Wunderman’s New York office. “Our role is to increase their ability to have a relevant dialogue online, so they can tell their story.”