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Sevolution campaign for The Nationwide Lifetime Income Rider® awarded “Best in Show” from Insurance Marketing Communications Association

FOR IMMEDIATE RELEASE

Jeff Botti
614-249-6339
bottij@nationwide.com

Columbus, Ohio – Nationwide Financial Services, Inc. (NYSE: NFS), won “Best in Show” for its Sevolution campaign in the category of Producer/Agent Marketing Sales Promotion at the 2008 Insurance Marketing Communications Association (IMCA) Showcase competition and awards gala, held in June.

The Sevolution campaign promoted enhancements to the The Nationwide Lifetime Income Rider® (L.inc), a revolutionary variable annuity living benefit that was one of the first to offer both a seven percent guaranteed roll-up and a seven percent lifetime income payout.

Categories in the IMCA competition included print and broadcast advertising, web communications, publications, direct mail, annual reports, audio/visual communications and events. More than 325 entries from 60 companies were submitted by insurance and financial service companies.

“We’re honored by the recognition from IMCA. The award is a result of the dedication and hard work put forth by our entire annuity group,” said Ted Keegan, vice president of marketing for the Individual Investments Group at Nationwide Financial. “Nationwide is committed to simpler solutions for investment professionals and their clients, and the Sevolution campaign was designed and implemented with that in mind.”

The Sevolution campaign kicked-off in August 2007 with the launch of Nationwide L.inc’s seven percent roll-up. The campaign took a holistic approach designed to reach investment professionals, including direct mail, collateral materials, print advertising, e-mail and web communications, including flash video.

“This was a multi-faceted campaign that included materials based on feedback we received from investment professionals,” said Keegan. “Whether it’s through a brochure, direct mail or flash video, we wanted to clearly and concisely communicate not only the features of Nationwide L.inc, but how it can add value to a client’s portfolio from a retirement income standpoint.”

Nationwide L.inc is available with certain variable annuities for an additional cost (0.70 percent of income benefit base¹) and offers:

• Guaranteed lifetime income through withdrawals of up to 7 percent of an income base that will never decrease due to market performance even if the contract value does.
• Guaranteed growth with the potential to beat inflation
• Spousal continuation, which guarantees that withdrawals will continue at the same level even after the owner has passed away (optional at an additional cost of 0.15 percent)
• Excess withdrawals that will not jeopardize the lifetime income guarantee
• 100% market participation that provides upside potential without complicated choices or fixed investment restrictions

Annuities are long-term, tax-deferred investments designed for retirement and will fluctuate in value. They also allow customers to create a fixed or variable stream of income through a process called annuitization. It provides a variable rate of return based on the performance of the underlying investments.

Annuities do have limitations. If a contract holder decides to take money out early, he or she may face surrender charges. Plus, if a person is not yet 59½, he or she may also have to pay an additional 10% income tax penalty on top of ordinary income taxes. A death benefit is available with most variable annuities. If an early withdrawal is taken, the death benefit and cash value will be reduced.

Annuities contain guarantees and protections that are subject to the claims-paying ability of the issuer. But, while these don’t apply to the actual performance of the variable accounts, they do offer a level of protection against investment loss.

Annuities are contracts bought from an insurance company and they are sold by prospectus. While it may take some time, these documents should be read. They describe risk factors, fees and charges that may apply to the contract holder. Please remember, variable annuities may have fees and charges including mortality and expense, administrative fees, contract fees and the expenses of the underlying investment options.

Variable products are sold by prospectus. Potential clients may obtain both the product prospectus and underlying fund prospectuses from their investment professional or by writing to Nationwide Life Insurance Company, P.O. Box 182021, Columbus, Ohio 43218-2021. Before investing, carefully consider the fund's investment objectives, risks, charges and expenses. The product prospectus and underlying fund prospectus contain this and other important information. Read the prospectus carefully before investing or sending money.

Nationwide variable annuities are issued by Nationwide Life Insurance Company, Columbus, Ohio. Nationwide Life Insurance Company is a subsidiary of Nationwide Financial Services, Inc., a publicly traded holding company. The general distributor is Nationwide Investment Services Corporation, member FINRA. In MI only: Nationwide Investment Svcs. Corporation.

About Nationwide Financial
Nationwide Financial Services, Inc. (NYSE: NFS), a publicly traded company based in Columbus, Ohio, provides a variety of financial services that help consumers invest² and protect their long-term assets, and offers retirement plans and services through both public- and private-sector employers.

It’s part of the Nationwide group of companies, which offers diversified insurance and financial services. The group is led by Nationwide Mutual Insurance Company, which is ranked No. 108 on the Fortune 500 based on 2007 revenue.³ For more information, visit www.nationwide.com.

^{Nationwide, the Nationwide Framemark and On Your Side are federally registered service marks of Nationwide Mutual Insurance Company.}

^{1-In all states except New York; cost of original L.inc is 0.60 percent
2-Nationwide Investment Services Corporation, member FINRA. In MI only: Nationwide Investment Svcs. Corporation.
3-Fortune Magazine, April 2008}