Wunderman bags Nationwide Web account

Insuranceand financial services giant Nationwide tapped Wunderman New York as its digital agency of record on an account worth between $6 million and $8 million.

The WPP Group PLC-owned agency beat incumbent Brulant and Digitas’ Modem Media to win the right to redesign and drive traffic to the site at www.nationwide.com. Wunderman will also promote the four-year-old “Life Comes at You Fast” campaign, done by T:M Advertising, Dallas.

“I think in the financial services and insurance categories you’re seeing a lot more outward-focused customer communications,” said Steve

Zammarchi, president/CEO of Wunderman New York. “They have a great campaign and now we’ve got to take that and drive it to all channels within the customer communication chain.”

Nationwide.com offers quotes, agent location, retirement and financial services information in English and Spanish. Its Web site has become a key location for customers to browse, buy and service their insurance and financial services needs online.

Wunderman is charged with extending the site’s reach and appeal through a creative makeover.

“I think it really comes down to the proprietary tools that we brought to the table,” Mr. Zammarchi said.

The agency will use e-mail marketing, rich media, engagement-focused online tools, data, microsites and its “After The Click” campaign optimization technology.

Based in Columbus, OH, Nationwide offers insurance and financial services products including automotive, homeowners, life, boat and motorcycle. The company’s portfolio also comprises commercial insurance, administrative services, mutual funds, pensions, long-term savings plans, mortgages and annuities. Nationwide has more than $158 billion in assets.

The Wunderman online efforts are targeted at the generation after the baby boomers to help them plan for life-changing events.

“You have a Generation X that thinks they really don’t need insurance – they think they’re invincible,” Mr. Zammarchi said. “Our job is to reach that target through the medium they use and then take it beyond just the click and really then start to continue and optimize the dialogue we have with them.”

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