By Barry Janoff
June 13, 2014: Will Peyton Manning change his infamous call at the line of scrimmage from "Omaha, Omaha" to "Ogilvy, Ogilvy"?
It could happen, at least in commercials, as Nationwide said it has selected Ogilvy & Mather, New York, to develop creative work for its new marketing agreement with the Denver Broncos quarterback.
Manning signed a multi-year marketing agreement with the insurance firm on May 30.
This is Ogilvy's second stint with Nationwide, the first alliance lasting from 1963-1991. Ogilvy come up with the iconic "Nationwide is on your side" tag a half-century ago.
According to Nationwide, their first Manning effort is scheduled to launch to coincide with the 2014 NFL season. Although creative details were not revealed, the company said that O&M would work with Nationwide to "develop a fully integrated brand campaign featuring Manning that promotes Nationwide’s insurance and financial service products."
The firm also said that the campaign would "aim to deepen Nationwide’s long-term presence in professional football to better engage with football fans."
Marketing will include TV, print, digital and out of home. The effort will be both local and national.
“I’m excited about my new partnership with Nationwide,” Manning said in a statement when he signed the Nationwide pact. “I view myself as more than a football player just like Nationwide is ‘More Than A Business.’ Together, we can help people successfully plan for the future and give back to the community.
“We are proud to add Ogilvy & Mather to our creative family and look forward to developing compelling creative that connects the Nationwide brand with consumers across the nation,” Matt Jauchius, CMO for Nationwide, said in a statement. “As the agency that originally helped develop our famous 'On Your Side' slogan 50 years ago, we’re confident in Ogilvy’s unique ability to bring to life the authentic connection that Nationwide shares with Peyton Manning to drive meaningful business results.”
Nationwide said that McKinny, Raleigh, North Carolina, would continue to be the lead agency for its Join the Nation integrated marketing campaign.
“Nationwide is a unique company with diverse marketing needs,” said Jauchius. “We partner with a portfolio of creative agencies to help us bring campaigns to life and effectively reach consumers in meaningful and authentic ways.”
“We're proud to add O&M to our creative family and look forward to developing compelling creative that connects the Nationwide brand with consumers.”
Manning earns about $13-$15 million annually from endorsements, the highest among NFL players, according to industry analysts.
He also has deals that include Papa John's (including ownership of several locations in the Denver area), DirecTV, Gatorade, Reebok and Buick.
Nationwide also has a marketing deal with the Broncos and the team's home venue, Sports Authority Field at Mile High Stadium.
According to Adam Tucker, president for Ogilvy & Mather, “We are so proud to be working alongside Nationwide once again, a brand that has deep historical ties with Ogilvy. As their new partner, we look forward to expanding and building on the success they’ve achieved as a leading brand in the insurance category.”
In Insurance Game, Peyton Manning, Broncos Have Nationwide On Their Side
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