The World: Chicago - Nationwide Insurance appoints McKinney to creative

Nationwide Insurance has appointed the independent shop McKinney as its new creative agency.

The agency won the business following a pitch against TM Advertising, which had been the incumbent on the account for more than ten years.

McKinney will create a nostalgic campaign for the insurer, based around its former "Nationwide is on your side" positioning.

The campaign will be a marked change of direction from Nationwide's recent campaigns, which featured celebrities such as Kevin Federline and carried the "Life comes at you fast" strapline.

Nationwide is one of the largest insurance companies in America, and spent nearly $230 million in measured media last year, according to TNS Media Intelligence.

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