NeoBrands Campaign for J.D. Edwards Honored by US Ad Review; Advertisements Included in Best in Print Advertising Collection

Business Wire, July 9, 2001

Business Editors

COSTA MESA, Calif.--(BUSINESS WIRE)--July 9, 2001

NeoBrands, a rapidly growing brand consultancy and marketing services firm, announced today its "Collaborate or Die" print advertisement campaign for J.D. Edwards & Company (Nasdaq:JDEC) has been chosen as the best advertising in the computer software industry by US Ad Review's quarterly review.

The three-part campaign features picket sign-bearing executives challenging businesses to "Collaborate or Die." Photo shoots for the series took place in Los Angeles, Paris and London. The one-year campaign was chosen by US Ad Review's panel of experts as one of the most noteworthy in its category.

Since its launch in August of 2000, the campaign has run in 14 countries and has been translated into 8 languages.

"J.D. Edwards is pioneering collaborative commerce, and re-inventing their Brand in the process. Our goal was to 'own' the category with an advertising campaign that elevated the company above their competitors and spoke to CEOs and CFOs in a language they understood," said Scott Woolsey, executive vice president and creative director of neoBrands. "Being selected by US Ad Review as one of the best computer software ads is not only a testimony to the success of our mission, but an especially significant honor to us because we were selected from literally thousands of ads without doing any outreach regarding the campaign. The ads spoke for themselves."

About neoBrands

NeoBrands is a brand consultancy and marketing services firm that helps companies quickly build or re-build powerful brands. Designed to uniquely leverage the combined power of online communications and traditional media, the company delivers a synchronized suite of marketing services, including strategic positioning, corporate identity, public relations, advertising, direct marketing and Web site design. NeoBrands provides companies a single point of contact that enables them to outsource all of their marketing activities to one source. For more information, visit www.neoBrands.com or call (800) 964-2366.