PlanetFeedback.com Selects the New York Office of DDB Worldwide as Advertising Agency of Record

Business Wire, March 3, 2000

Business Editors

CINCINNATI--(BUSINESS WIRE)--March 3, 2000

"The newest web tool for Consumer Power will use the expertise

of the largest Ad Agency in the country to build its brand."

PlanetFeedback.com, the Internet start-up focused on channeling consumer complaints, compliments, and suggestions to companies, has selected DDB Worldwide in New York as its advertising agency of record.

PlanetFeedback, based in Cincinnati, was founded by several ex-Procter & Gamble Managers and launched its web service on February 17th, 2000.

DDB was selected for the PlanetFeedback assignment from a list of three finalist agencies that included Austin, TX-based GSD&M, and Dallas-based The Richards Group. The account is valued at an estimated $15-20 million annually.

"We are delighted to have the same agency on board that has helped create some of the world's most recognizable brands as well as some of the new names that are quickly becoming powerhouses in the Internet space," said Pete Blackshaw, Founder and CEO of PlanetFeedback. "We are starting a consumer revolution and we are delighted to have a partner with first rate skills who also shares our passion."

According to PlanetFeedback.com Chief Marketing Officer, Mike Nazzaro, the decision to select DDB was driven by a number of key factors, including DDB's brand building expertise, creative firepower and the agency's total communications capabilities. "Selecting the right Advertising Agency is one of the most critical decisions we will make and DDB represents a powerful strategic and creative partner." Regarding PlanetFeedback's plan, Nazzaro added, "Despite our classic marketing background, we are looking at unconventional creative and media executions to reach consumers at the right state of mind; the feedback moment."

DDB Worldwide is known as a global creative superpower. It was the winner of 12 EFFIEs in 1999 (award focused on advertising effectiveness) -- more than any other U.S. Agency. Additionally, DDB has been the most awarded agency at the Cannes Festival seven out of eight years. Currently DDB represents a long list of recognized and admired brands, including Hershey's, Michelin, Johnson & Johnson, Sheraton Hotels, Compaq Computers, and Amtrak. They also handle several Internet brands, including Juno and iVillage.com, and numerous other soon-to-launch sites.

DDB Executives also expressed their enthusiasm about this new partnership. "With a dozen or so dot.com new business calls coming in each week, we are very selective about the Internet start-ups we bring to our Agency. We know that not all of them are right for us or will even be standing in a year's time. However, PlanetFeedback's strong Management team and unique concept definitely got our attention. It was clear from the start that this was an account we really wanted to add to our roster. We will move quickly to establish PlanetFeedback as the No. 1 destination for consumers who want to have their voice heard," said Peter Tate, President DDB Worldwide, New York.

PlanetFeedback's decision was the culmination of an exhaustive two-month process that started with a list of 15 agencies selected from recommendations from key industry contacts. After reviewing all creative reels and Agency credentials, the PlanetFeedback Marketing team visited six agencies in person and invited three finalists to compete for the assignment by developing preliminary strategic positioning and creative work for the brand. Each agency presented to PlanetFeedback senior management during the week of February 15th. A week after the final presentation, PlanetFeedback awarded the account to DDB's New York office.

About DDB Worldwide

DDB (www.ddb.com) is the largest advertising agency in the United States and the third largest agency worldwide (based on consolidated gross income). The agency has 206 offices in 96 countries and is acknowledged as the industry's most creative multinational network, based on its dominance of advertising award competitions.

About PlanetFeedback.com

Based in Cincinnati, PlanetFeedback.com is the first online community designed to use the power of the Internet to turbocharge the ability of consumers to make their voices heard. In December 1999, PlanetFeedback closed $6 million in venture financing with investments from Flatiron Partners, Lycos Ventures, Allen & Company and Blue Chip Venture Company, among others. Planet Feedback is committed to being the Internet economy's most effective and efficient channel for helping consumers get more value, satisfaction, and responsiveness from the products and services they purchase.