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Nationwide Brings Ogilvy Back to Roster for Peyton Manning Campaign

Agency Was Behind Insurer's 'On Your Side' Slogan

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The 'Unburglar' in Nationwide's recent McKinney work.
The 'Unburglar' in Nationwide's recent McKinney work.

Nationwide is rekindling an old relationship, tapping Ogilvy & Mather Advertising in New York to handle creative for a new, multi-year marketing agreement with Denver Broncos quarterback Peyton Manning, according to a statement Friday distributed by Ogilvy.

The brand announced the endorsement deal with Mr. Manning May 30.

The new statement says Ogilvy will work for Nationwide to develop a broad brand campaign featuring Mr. Manning, meant to "deepen Nationwide's long-term presence in professional football to better engage with football fans."

McKinney, part of Cheil Worldwide, continues to be Nationwide's lead creative agency. The agency is behind the company's recent "Unburglar" spots that show a woman sneaking through a house after it has been robbed, replacing stolen items.

But the insurer has a previous, important relationship with Ogilvy, part of WPP Group. The agency was behind the company's famous "On Your Side" slogan, which it developed 50 years ago.

Nationwide spent $306 million in measured media in 2013, according to Kantar Media.

"We are proud to add Ogilvy & Mather to our creative family and look forward to developing compelling creative that connects the Nationwide brand with consumers across the nation," Matt Jauchius, chief marketing officer for Nationwide, said in the statement. "Nationwide is a unique company with diverse marketing needs. We partner with a portfolio of creative agencies to help us bring campaigns to life and effectively reach consumers in meaningful and authentic ways."

Mr. Jauchius, a certified public accountant, recently told an audience at the Association of National Advertisers Advertising Financial Management Conference that collaboration between marketing and the procurement department at the company enabled him to cut agency fees 7% in each of the past three years.

"We are so proud to be working alongside Nationwide once again, a brand that has deep historical ties with Ogilvy," Adam Tucker, president, Ogilvy & Mather Advertising, New York, said in the statement. "As their new partner, we look forward to expanding and building on the success they've achieved as a leading brand in the insurance category."

Nationwide consolidated its media duties with IPG's Universal McCann in August last year.

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