Acquisition Leveraged into New Brand for Nationwide

Santa Monica, CA (January 17, 2007) — Nationwide, a Fortune 100® insurance and financial services provider, continues an ongoing partnership with Baker with the recent launch of its new division, Nationwide Better Health. This move represents the first true integration of health and productivity services in the healthcare industry.

Headquartered in Columbus, OH, the Nationwide parent brand has established significant equity as a provider of business-to-consumer insurance services, but has been a relatively unfamiliar name in the emerging fields of disease, absence and disability management. With Nationwide Better Health, the corporation seeks to leverage its ownership of Gates McDonald — a company with 60 years of equity in disability management — and acquisition of Future Health, a disease and absence management industry leader, into a new class of integrated healthcare services.

In support of this initiative, Nationwide has engaged Baker to craft a compelling sub-brand that effectively integrates three distinct employee groups into one company. First phase development included the exploration and deployment of a brand strategy, as well as the development of the Nationwide Better Health name. Baker has augmented these efforts with a comprehensive marketing communications campaign, including Web site copy, a collateral program, brand image library and video sales presentation. The marketing communications campaign includes the development of brand identity and expression guidelines, which will be used to establish consistency for all subsequent Nationwide Better Health communications.

Thus far, the new brand and robust communications platform has enabled Nationwide Better Health to initiate a new sales program, double its sales force and land new accounts. Post-merger, Nationwide Better Health has also enjoyed employee retention rates of more than 90 percent.

About Nationwide Better Health

Nationwide Better Health is a division of Nationwide, a Fortune 100® company based in Columbus, Ohio. With more than $158 billion in statutory assets, Nationwide is one of the largest insurance and financial companies in the world, offering a full range of insurance products and financial services for home, car, family and financial security. Nationwide Better Health was formed from the acquisition of Gates McDonald and Future Health, and provides true integration of health, medical and productivity solutions. Additional information is available at www.nationwide.com.

About Baker | Brand Communications

Baker is a corporate brand consultancy and communications design firm. For nearly 25 years we’ve been helping corporations achieve their business objectives and market potential through strategically grounded, creatively driven communications. Baker’s award-winning strategists, writers, designers and dedicated account teams draw upon proven methodologies and offer clients a superior level of service. Our comprehensive communications services include brand strategy and development, identity systems and naming, corporate communications, annual reports, marketing communications, interactive, video/media and brand management.

Gary Baker
President & Executive Creative Director
800.939.5008 x308
g.baker@bakerbrand.com