Sapient Redesigns London's TimesOnline Newspaper Site to Address Shift in Media Consumption Patterns and Transforming Advertising Model

Business Wire, April 12, 2007

CAMBRIDGE, Mass. -- Sapient (NASDAQ: SAPE) announced today that it has completed the comprehensive redesign of TimesOnline, the website for The Times and The Sunday Times newspapers. The recently launched website provides a platform for one of the world's best-known media brands to address the changing patterns in news consumption and the advertising that supports it.

As part of a highly strategic investment in building their online audiences, the newspapers asked Sapient to re-design the TimesOnline experience from the ground up.

"Sapient was the natural choice of partner, bringing world-class creative, user-centered design, and the latest agile project management to a very ambitious program," said Zach Leonard, Digital Media Publisher of Times Newspapers Limited. "We did some amazing work together with Sapient, building an experience that entices people to spend more time on the site and also offers more valuable screen space to our advertisers and commercial partners."

The new design is the result of intensive collaboration between Sapient's creative teams and the editors and art directors of the newspapers. Responding to insights gathered from customer research, the new design transforms every page into a "front page," using strong editorial and page layout to lead readers from article to article.

As well, the new site leverages the unique value of the TimesOnline's revered editorial content as a key differentiator. The design called for a new "breaking views" service that helps people make sense of the deluge of information pouring in from the daily news cycle.

"Working with iconic brands such as The Times and The Sunday Times is what gets us creatively fired-up," said Patrick Furse, Creative

Director of Sapient's Experience Marketing practice in Europe. "The exciting challenge was in creating a new visual language as well as new and valuable digital experiences for arguably the most famous newspapers in the world. The new design is the re-invention of a classic British institution, shot through with moments of sophisticated wit and mischief."

For advertisers, the new website provides more valuable display positions throughout. It targets display advertising at valuable user groups, and new contextual advertising positions allow relevant classifieds to be served to the right audience at the right time.

"We were delighted to help drive such a major investment for News International, "said Nigel Vaz, Sapient Vice-President responsible for Telecoms and Media in Europe. "The final product, delivered to aggressive time scales, demonstrates Sapient's ability to help media companies provide high quality experiences to increasingly demanding audiences."

As part of this project, the newspapers also worked with Sapient to move the entire Times publishing operation onto a new content management system. Sapient's technology and project management practices were responsible for building the new site on Escenic (its new content management system) as well as migrating more than a million articles from the old system. The result is much tighter integration with the print publishing system used by the newspapers, ensuring full cross-channel delivery of content from print to web. An improved search engine and upcoming user registration service are also part of the wider platform upgrade provided by Sapient.

Over the next year one key new feature will be the launch of a print archive that will make over 200 years of Times and SundayTimes available to readers at the click of a mouse.

Sapient used its industry-leading agile global delivery model, Sapient|Approach 3, to deliver the entire platform in an extremely aggressive seven months, using a team based in London and Delhi.

About Sapient's Experience Marketing Practice

Sapient's marketing services business -- Experience Marketing (EM) -- integrates creative marketing concepts with technology tools and platforms that drive new customer acquisition, build loyalty and increase meaningful dialogue between brands and their customers. Sapient's EM Practice is a new breed of digital agency, providing a full range of services including interactive experiences, online and offline media strategy, real-time campaign optimization, sophisticated analytics and database management, and Web site design and delivery.

http://www.sapient.com/clients/Client Success.htm.

About Sapient

Sapient helps clients innovate their businesses in the areas of marketing, business operations, and technology. Leveraging a unique approach, breakthrough thinking, and disciplined execution, Sapient leads its industry in delivering the right business results on time and on budget. Sapient works with clients that are driven to make a difference, including BP, Essent Energie, Harrah's Entertainment, Hilton International, Janus, National Institutes of Health (NIH), Sony Electronics, the U.S. Marine Corps, and Verizon.

Founded in 1990, Sapient is headquartered in Cambridge, Massachusetts, and operates across North America, Europe, and India. More information about Sapient can be found at www.sapient.com.