Nationwide Puts $185M Creative, Media Biz Into Review

TM Advertising Is Creative Incumbent; Wunderman Retains Responsibilities for Direct

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NEW YORK (AdAge.com) -- Nationwide Insurance is reviewing its $185 million creative and media-buying account now at Interpublic Group of Cos.' TM Advertising, Dallas, and Universal McCann, New York, respectively.

Unaffected is direct marketing, handled by WPP's Wunderman.

The review being undertaken by the nation's fourth-largest homeowner insurer is not the result of any seismic shift in strategy, but rather something a periodic review, said company representative Mike Switzer. In the interim, "TM remains Nationwide's general agency of record."

'Life comes at you fast'
ABA Consulting, Addison, Texas, is running the review.

As lead creative team, TM has authored Nationwide's familiar "Life comes at you fast" campaign, most recently employing the talents of erstwhile "American Idol" contestant Sanjaya Malakar.

Nationwide has issued a formal request for information from prospective creative agencies, which it expects to be completed early next month.

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