Temerlin Makes Finals

Nationwide Insurance has narrowed its search for a new agency to handle its $22 million account to Temerlin McClain in Irving, Texas, and Campbell Mithun Esty of Minneapolis, sources said.
A decision is expected within a month, said Steve Johnston, vice president of advertising for Columbus, Ohio-based Nationwide. One more presentation from the two finalists is expected.
Temerlin officials could not be reached for comment at press time.
Agencies not making the final cut included HMS Partners, Columbus; Cramer-Krasselt, Chicago; and D’Arcy Masius Benton & Bowles and Partners & Shevack, both New York, sources said.
HMS handles corporate projects for the client. C-K’s Milwaukee office is the agency for Wausau Insurance, Wausau, Wis., a Nationwide affiliate.
C-K will retain at least the creative portion of the Wausau account, which is not part of the current review, Johnston said. Media buying could be consolidated, although that decision has yet to be finalized, Johnston said.
Incumbent Ketchum Advertising in Pittsburgh is not participating in the review. Nationwide decided to look elsewhere be-cause of conflict concerns over Ketchum’s parent, TBWA Chiat/Day in New York, which has New York Life Insurance as a client.
The review was being administered by Achenbaum Bogda Associates in New York.
Johnston said about 25 agencies were initially contacted.
The winning agency will continue to use the company’s longtime tagline, “Nationwide is on your side,” which was created by a Cleveland freelancer in 1956.