Avenue A/Razorfish Announces Launch of Ann Taylor 50th Anniversary Microsite; IamAnnTaylor.com Supports Venerable Clothing Retailer's 50th ANNiversary Campaign

Business Wire, Sept 14, 2004

SEATTLE -- Avenue A/Razorfish, the largest independent interactive agency and an operating unit of aQuantive, Inc. (Nasdaq:AQNT), announced today the launch of www.IamAnnTaylor.com, an online celebration of Ann Taylor's 50th ANNiversary. IamAnnTaylor.com engages consumers and the fashion community in an homage to Ann Taylor's unique style -- a combination of grace, wit, and modern refinement -- as well as provides a sophisticated marketing vehicle. The microsite is part of the larger "ANNiversary...Celebrate 50 Women. 50 Years." campaign, which will also include ads that run in Times Square, in-store promotions, and print ads (including a 50 page insert in select markets of the September issue of Vogue).

IamAnnTaylor.com features unique interactive components that capture Ann Taylor's blend of classic beauty and modern sensibilities: the very core of the Ann Taylor brand. Notable features include:

--50 Women. 50 Years. - photographs by Annie Liebowitz of 50 multigenerational models, ranging from classic icons to up-and-coming stars, each sporting her own take on the new ANNiversary collection

--Tell Your Story - an online form which encourages visitors to share their Ann Taylor stories and experiences for publication consideration

--Invite a Friend - an online form allowing visitors to invite friends to share in the ANNiversary

--Behind the Scenes - video footage of the Annie Liebowitz photo shoots, featuring select models

--$50,000 Wardrobe Giveaway - a generous sweepstakes offering an Ann Taylor wardrobe valued at $50,000

"Our goal in the ANNiversary experience is to have some fun and truly celebrate the history and ever evolving present and future of Ann Taylor. We think IamAnnTaylor.com helps us capture the spirit and essence of our 50-year commitment to clothing women," said David Makuen, vice president of direct marketing at Ann Taylor. "The microsite allows us to interact with our clients through engaging features such as Behind the Scenes footage of the Annie Liebowitz photo shoot, and it allows our clients to share their experiences with us, through the Tell Your Story feature."

Through collaboration with the Ann Taylor team, Avenue A/Razorfish designed IamAnnTaylor.com entirely in Flash to support a sophisticated photomontage introduction, 50 photograph callout boxes with advanced order reservation options and streaming video segments. The resulting experience is in keeping with the brand's refined attitude and modern image.

"Bringing the ANNiversary online emphasizes Ann Taylor's commitment to serving, celebrating and interacting with modern women," said Susan Easton, creative director at Avenue A/Razorfish East. "Ann Taylor's ability to meld classic style with modern convenience and versatility lies not only at the heart of its clothing line, but in its ability to reach out to its client base and engage them online."

About Avenue A/Razorfish

Avenue A/Razorfish (www.aa-rf.com) is the largest independent interactive agency and operating unit of Seattle-based aQuantive, Inc. (Nasdaq:AQNT), a digital marketing services and technology company. Avenue A/Razorfish solutions are entrenched in deep technology, rigorous analytics and a rich understanding of customer needs, including award-winning media planning and buying, search engine marketing, customer targeting and profiling, and world-class creative, design and implementation of web-based systems and integrated marketing programs. Avenue A/Razorfish operates three regions - East, West and Central - with offices located in major U.S. markets, including New York, Chicago, San Francisco and Seattle. Clients include AstraZeneca, Best Buy, Kraft, Microsoft/MSN, WeightWatchers.com, and Wells Fargo. Avenue A/Razorfish utilizes online advertising technology provided by Atlas DMT, also an aQuantive, Inc. family member. aQuantive, Inc. and all of its operating units are committed to Internet privacy. Atlas DMT is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of the Atlas DMT cookie, go to: www.networkadvertising.org.