On your side.

NATIONWIDE RECENTLY UNVEILED a new national advertising campaign called 'I Am On Your Side," that features real Nationwide employees and agents sharing stories about how they contribute to an outstanding personalized experience for customers. The campaign replaces the well-known "Life Comes at You Fast" campaign introduced in 2004.

The new campaign will build on brand awareness generated by the "Life Comes at You Fast" campaign to differentiate Nationwide from competitors by highlighting the personalized experience Nationwide provides for its customers.

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Steven Schreibman, vice president of advertising and brand management for Nationwide, said the company "changed its strategy from one of preparation to one of personalized customer service.

"So many things are going on right now--with the environment, with the economy and within Nationwide," he said. "It just made sense to take a different tack."

Dallas-based TM Advertising created the campaign. Academy Award-winning director Errol Morris created the TV ads.

Nationwide employees and agents featured in the spots will relate their experiences working with customers and enhancing the customer experience. The mood of the ads will range from emotional to humorous.

The campaign includes broadcast, cable, print, radio and online executions across the United States.

Insurance Marketing is compiled by Senior Associate Editor Lori Chordas.