Donat/Wald Named Agency of Record for Movielink, Launches Nationwide Campaign for First Download-To-Own Movie Service; Movielink Taps Boutique Agency for Its ROI-Positive Approach That Builds Brand While Driving Sales

Business Wire, April 11, 2006

SANTA MONICA, Calif. -- Boutique agency Donat/Wald (www.donatwald.com), a full-service agency specializing in ROI-positive advertising, today announced it has been named Agency of Record for Movielink (www.movielink.com), the leading movie download service. The two companies launched a nationwide print advertising campaign introducing Movielink's new download-to-own service, which allows consumers to buy movie downloads online, a first in the United States.

Selected for its ROI-positive advertising approach, Donat/Wald is charged with building Movielink's brand and driving sales of its new service through a nationwide campaign that spans print, radio, television and the Internet. The print campaign rolled out April 3, 2006, in 34 major newspapers around the country. A national radio campaign will launch in the next few weeks; online and television will follow. Donat/Wald is managing all creative development and all media buying for the campaign.

To help Movielink introduce its revolutionary new service, Donat/Wald is employing its strategy that transcends both brand-building and direct response advertising to deliver a measurable, positive return on investment. Known as positive-ROI advertising, the approach merges creativity with accountability -- high-concept creative ads with an immediate call-to-action.

"Donat/Wald truly is a unique hybrid agency -- it combines the best of brand advertising and direct response, for a level of accountability we didn't see in any other firm," said Jim Ramo, CEO, Movielink. "They designed a campaign that focuses on building our brand, while driving response."

"Marketers today want more than what direct response or brand advertising can give them separately," said Lucas Donat, Donat/Wald founding partner and CEO. "They're looking for a direct correlation between ad spend and actual sales, without sacrificing creativity. With our direct response roots, and experience building brands into household names, we're uniquely able to provide that."

In the age of ROI accountability, Donat/Wald has become one of the most sought-after agencies because it has consistently shown that brand trust is inextricably linked to driving positive ROI. Its ROI-focused approach is being employed in major campaigns for eHarmony.com, Register.com, Hotwire.com, Stamps.com, and others -- as the boutique firm continues to lure savvy online brands away from big agencies.

Movielink recently expanded its service to enable consumers to buy movie downloads online, signifying a major step forward in the evolution of broadband video-on-demand. Consumers now can create their own permanent digital library of films, which can be viewed on up to three PCs, transferred to a DVD (in Windows Media format) for backup, and streamed around the home via home networking.

About Donat/Wald

Donat/Wald (www.donatwald.com) was founded in 1987 and quickly became recognized as a leader in direct response advertising. The award-winning agency's multi-platform approach combines the power of television, radio, print, and interactive media to offer integrated solutions that maximize advertising ROI and enable precise accountability. Throughout its 18-year history, Donat/Wald has been orchestrating successful campaigns for notable clients such as eHarmony, Register.com, Hotwire.com, Columbia, Sony, MGM/UA, Mattel Toys, ServiceMaster, American Express, Federated, CarsDirect.com, and eCompanies.