Hasta La Creative!

After slithering through a home last year, Nationwide’s leather-clad insurance pitchwoman is sneaking into a new dwelling this month: an apartment.

The subtle creative tweak is emblematic of a larger strategy shift for the insurer as it puts more emphasis on selling renter’s insurance in addition to home insurance. The goal is to sign up more young-adult customers who continue to delay home-buying in favor of renting, said Nationwide Chief Marketing Officer Matt Jauchius.

Millennials are “holding off marriage longer, and that means they rent for even longer,” he said. “And they are truly not covered. There is a real need here that isn’t being met.”

Continue reading at AdAge.com