'Dumbest IT Question' Promotion Generates Smart Results for IN2's Integrated Advertising Campaign

Business Wire, Sept 20, 2000

Business Editors & Technology Writers

NEW YORK--(BUSINESS WIRE)--Sept. 20, 2000

International online advertising agency IN2, a subsidiary of TMP Worldwide (NASDAQ:TMPW; ASX:TMP), today announced the results of its "Rags to Roadster" campaign for CMP's IT network, TechWeb, an online source providing industry news and analysis for IT professionals.

The promotion was led by a banner advertisement (http://www.in2.com/pr/rags/index.html) asking IT specialists to enter the "Dumbest IT question you ever heard" to win a BMW Z3. In addition to banner advertising, IN2's integrated promotion incorporated a viral marketing component, e-mail follow up and customer interest monitoring.

"The strength of this campaign lay in our ability to craft industry-specific messaging that spoke directly to TechWeb's target audience," IN2 Vice President of Strategic Services Marc Landau said. The synchronized promotion, which included online media buys focused within exact tech channels and spot radio advertisements in selected cities across the nation, met the overall campaign goals: to increase brand awareness and enhance the user database for TechWeb. The contest ran April 17 to May 26, 2000 and generated over 24,000 entries.

Banner advertising and successive email follow up through IN2's PostalWorks service was further enhanced by IN2's proprietary customer tracking device, ClickMaps(TM). IN2's customer interest monitoring tool tracked click-through rates between promotional pages and CMP hyperlinks, gauging the success of the campaign. ClickMaps(TM) recorded a 15.7% click-through rate on the initial email sent through PostalWorks, indicating that the email component of the integrated promotion helped to generate a response rate 30 times better than the average click-through rate on banner advertisement alone, and twice as good as the average email click-through rate.

About IN2

A subsidiary of TMP Worldwide Inc., IN2 is a full service interactive advertising agency as well as a marketing technologies specialist, with opt-in email, ROI tracking systems, custom sweepstakes, contests, and incentive programs all created in-house. With offices in New York, London, San Francisco, and Atlanta, IN2 is currently the lead agency online for Monster.com, iVillage, CMP, Bass Hotels and Resorts, American Express Publishing, and Peet's Coffee and Tea. IN2's proprietary advertising performance tracking software, ClickMaps(TM) (www.clickmaps.com), is used to optimize and develop the most effective advertising solutions both on and offline.

About TMP Worldwide

Founded in 1967, TMP Worldwide, now with more than 8,200 employees in 29 countries, is the on-line recruitment leader, the world's largest recruitment advertising network, one of the world's largest selection agencies, and a leading global retained executive search firm. TMP Worldwide, headquartered in New York, is also the parent company of Monster.com, the leading global career portal on the Web, the world's largest Yellow Pages advertising agency, and a provider of direct marketing services. The company's clients include more than 90 of the Fortune 100 and more than 480 of the Fortune 500 companies.

Special Note:

The above statements include forward-looking statements based on current management expectations. Factors that could cause future results to differ from these expectations include the following: risks associated with acquisitions, competition and seasonality. Additional factors are described in the company's reports filed with the