Nationwide readies national TV ads

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Nationwide, Columbus, Ohio, will launch its first national TV spots Sept. 1 on NBC's "Today." The new campaign, from Temerlin McLain, Dallas, will keep the tagline "Nationwide is on your side" and the 7-note musical signature that has closed the insurance company's regional advertising for 45 years. Nationwide will spend $8 million during the next four months, including broadcast and cable TV buys. The campaign is part of a new identity for Nationwide Insurance Enterprise, which includes a shortened name and a new logo and Web site.

Copyright August 1999, Crain Communications Inc.

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