Matthew Jauchius, EVP and CMO at Nationwide, oversaw a collaboration between marketing and procurement at the insurance company that resulted in a trim in
agency fees of 7% each of the past three years. Simultaneously, the company's "Join the Nation" campaign increased unaided brand awareness by 28%. Said the former CPA, "If the CMO today cannot be
analytical, cannot understand the technological forces at work and, most importantly, speak as a pure line strategist, then marketing gets looked at more as a cost center."
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