Essence drives Nationwide win with an integrated approach to creative and media
GroupM’s Essence has won the Nationwide media business as part of a new integrated agency team structure across the WPP network that brings creative, media and advanced data and analytics together to drive unique marketing results for the Fortune 100 company.
“Nationwide is on your side" is at the heart of one of the most famous and trusted brands in the country, dealing in both insurance and financial services and featuring a mix of audiences and channels that offers interesting and educational exposure on one account.
Essence will help build a new team with talent from across Ogilvy, Essence and the WPP network that is equally invested in both content and media to help push thinking forward. Combining the media, tech and analytical capabilities of Essence with the creative brilliance of Ogilvy will help to set a new standard for integrated marketing excellence to propel Nationwide's business to new heights.
Ramon Jones, Chief Marketing Officer, Nationwide: “Essence has the right mix of flexibility, efficiency and industry expertise to help Nationwide engage with our agents, financial professionals and consumers. Partnering with Essence allows us to consolidate and streamline our paid media strategy with the creative work we do with Ogilvy, and we look forward to this expanded relationship.”
This new partnership continues the trend of WPP bringing together talent, resources and skills to provide an integrated advertising offering to help clients build better futures for their businesses and their customers.
Aruna Natarajan, President, Clients and Growth, Essence: “We are thrilled to partner with Nationwide, which is a progressive and forward-thinking brand, to help the company navigate the dynamic media landscape that impacts their businesses in new ways, every day. As we think about the best ways to balance consumer outreach with agent and financial professional communications, as well as core brand-building initiatives with an effective demand capture strategy, we strongly believe that Essence is well placed to drive Nationwide’s business into the future.”