Nationwide CMO Exits in Wake of 'Dead Boy' Super Bowl Ad

20-Year Nationwide Veteran Named to Role

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Matt Jauchius
Matt Jauchius

Nationwide CMO Matt Jauchius, who oversaw the insurer's "dead boy" ad, has left the company. He has been replaced by company veteran Terrance Williams.

Mr. Jauchius' departure comes months after Nationwide faced backlash for airing the so-called "dead boy" ad, in which a kid is killed, during the Super Bowl earlier this year. Mr. Jauchius defended the controversial spot, designed to raise awareness of preventable childhood deaths, after it aired. "We weren't trying to sell insurance with this spot, we were trying to save children's lives," he told Ad Age in February.

Mr. Jauchius left the company to pursue other opportunities last week, said Joe Case, a Nationwide spokesman. "[He] accomplished a great deal during his time at Nationwide, and we wish him the very best in his future endeavors," he said.

Prior to his exit, Mr. Jauchius helped overhaul Nationwide's corporate branding strategy, rallying the company behind the tagline "Nationwide is on your side" and bringing the soaring eagle back into the logo. He launched the "Join the Nation" campaign in 2012 to reach consumers hearts and minds. And he increased the company's ad spend, in a bid to stay relevant in the highly competitive insurance category.

Before joining Nationwide in 2006, Mr. Jauchius worked at management consultancy McKinsey & Co.

Mr. Williams, who has the title exec VP-CMO, has spent 20 years at the insurer. He has held regional leadership roles and worked in sales, claims, underwriting and operations. Most recently, he served as president of Nationwide Agribusiness. In his new role, he will oversee brand marketing, advertising, digital marketing, sports marketing, multicultural marketing, cause marketing, social media, media planning and buying, research and analytics, customer advocacy, public relations and communications.

"As Nationwide moves forward as a single brand, Mr. Williams will be instrumental in helping to maintain momentum in the marketplace," said Mr. Case.

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