McKinney Takes Over as Nationwide's Creative Agency

Former Shop TM Advertising Best Remembered for 'Life Comes at You Fast' Ads

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CHICAGO (AdAge.com) -- Independent McKinney is Nationwide Insurance's new creative advertising agency of record, marking the end of the company's 10-year relationship with Interpublic Group of Cos.' TM Advertising.

The two agencies were the finalists in a review for the account, which doled out nearly $230 million in measured media spending last year, according to TNS Media Intelligence.

TM's decade on the Nationwide business will likely be best remembered for its "Life Comes At You Fast" ads, featuring celebrities such as Kevin Federline. Last month, the insurer said it was scrapping that campaign to move back to a more nostalgic campaign based on its former "Nationwide is on your side" mantra.

A Nationwide spokesman declined to comment and a call to McKinney was not immediately returned, but TM President Tom Hansen issued a statement on losing the account:

"When we began working for Nationwide ten years ago, they were a relatively unknown regional company operating in a handful of states. We launched 'Life Comes at You Fast' five years ago and it not only became one of the most recognized, awarded and copied campaigns in the category, it helped Nationwide grow to become one of the top five insurance companies in America, vaulted them into the Fortune 100 and helped make them a national player," Mr. Hansen said. "We're confident that we will be back in the category very quickly and we are aggressively pursuing those opportunities."

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