How Nationwide Improved Brand Scores While Cutting Agency Fees
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What happens when you make a certified public accountant the chief marketing officer?
With Exec VP-CMO Matthew Jauchius at the helm, the collaboration between marketing and procurement at Nationwide Insurance has led to a trim in agency fees of 7% each of the past three years. It’s also resulted in the company’s “Join the Nation” campaign — aimed at “the head and the heart,” Mr. Jauchius said –which increased unaided brand awareness 28%.
Mr. Jauchius, who has worked in professional-services procurement himself, outlined his approach in a presentation at the Association of National Advertisers Advertising Financial Management Conference in Boca Raton, Fla., last month. He also worked mainly in marketing at McKinsey & Co. before coming to Nationwide eight years ago. And while procurement reports to the chief financial officer at Nationwide, not Mr. Jauchius, he considers its practitioners valued advisers.
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