Topic 2 - Marketing in the News

An article on the Ad Age website discussed a new ad campaign for Nationwide Insurance that features an extended version of the "Nationwide Is On Your Side" jingle. It debuted in August and the company hopes to convey to consumers that Nationwide is more than just an auto insurance brand.

Leslie Odom Jr., as Aaron Burr in Hamilton

The updated jingle is meant to show the many "sides" of Nationwide Insurance, i.e., "the mom side," the "just-be-calm side." The most recent star recruited to convey this message is Leslie Odom Jr., known for his role as Aaron Burr in the hit Broadway musical Hamilton.  Previous performers have been Rachel Platten and Brad Paisley. 

Founded in 1926, Nationwide consolidated its different brand offerings, (Scottsdale Insurance and Veterinary Pet Insurance) about 2 years ago into one single brand. The new ad campaign is intended to help reinforce this strategy.

According to Nationwide's Chief Marketing Officer Terrance Williams, the "Nationwide Is On Your Side" jingle is one of the brand's marketing strengths.  Last year, the company spent $278.9 million on measured media in the U.S. according to Ad Age's Datacenter.

For me, the main point of the article was to highlight the fact that star-power sells. Having a well-known personality as part of an ad campaign brings attention to the product.  Makes it unique and memorable. Gives it credibility.

I learned that Nationwide is more than just auto insurance company. It has other types of insurances under its brand. I was completely unaware of this fact. I guess the campaign is working.