[February 20, 2013]

Nationwide Financial to Advisors: "Let's Face It Together"

Nationwide Financial today launched a new trade advertising campaign aimed at helping financial advisors tackle the key retirement planning challenges their clients face every day. The integrated print and online campaign, titled "Let's Face It Together," brings to light client fears and phobias that are based on relevant, real-world issues clients struggle to discuss with their financial advisors.

"The last four years of volatility have taken a toll on clients' psyches, and while the markets are beginning to recover, clients haven't," said Bill Burke, Senior Vice President of Brand Marketing for Nationwide Financial. "On top of this, even more complex and emotional issues come into play when they are planning for retirement. Issues like outliving their assets, managing health care and long term care costs, and the uncertainty surrounding Social Security ad taxes. Advisors are seeing their role expand beyond just being a financial expert - they now need to be part expert, part coach and part psychologist. This campaign is an articulation of Nationwide Financial's ability to break down and simplify these complex issues for advisors and help their clients prepare for and live in retirement."

The campaign, which launches the week of Feb. 18, 2013, will be featured in select business and trade print publications, niche advisor- and consultant-targeted publications, and financial websites.

"Over the past year, we have spent time looking at how the retirement landscape is changing, how it is affecting our target advisors and how Nationwide Financial's core values of being a thoughtful and trusted strategic partner play a role in that dynamic," said Matt Jauchius, Nationwide's Chief Marketing Officer. "We see 'Let's Face It Together' as our way of speaking directly to our advisors and addressing the complex issues they face. At the same time, the campaign is an extension of our enterprise marketing strategy of focusing on our mutual values and highlighting Nationwide's ability to help people prepare for the future."

About Nationwide

Nationwide Mutual Insurance Company, based in Columbus, Ohio, is one of the largest and strongest diversified insurance and financial services organizations in the U.S. and is rated A+ by both A.M. Best and Standard & Poor's. The company provides customers a full range of insurance and financial services, including auto insurance, motorcycle, boat, homeowners, pet, life insurance, farm, commercial insurance, annuities, mortgages, mutual funds, pensions, long-term savings plans and specialty health services. For more information, visit www.nationwide.com.

Nationwide, Nationwide Financial and the Nationwide framemark are service marks of Nationwide Mutual Insurance Company.

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