Donat/Wald Named Agency of Record for LegalZoom.com

Business Wire, Nov 7, 2007

Donat/Wald Will Oversee All Creative; Chosen for ROI-Positive Approach and Proven Use of Mass Communication to Drive One-to-One Customer Engagement

SANTA MONICA, Calif. -- Donat/Wald (www.donatwald.com) announced today that it has been named the creative Agency of Record for LegalZoom.com, the nation's No. 1 online provider of comprehensive legal document services. Donat/Wald will manage strategic planning and creative development of advertising across all offline and online channels, beginning with a national cable television campaign in early 2008.

LegalZoom selected Donat/Wald for its ROI-positive approach, which has helped online companies like eHarmony.com dominate their categories in terms of brand trust and overall growth by combining brand-building with direct response - connecting with consumers on an emotional level, while driving sales.

"Donat/Wald uses mass communication to drive one-to-one customer engagement, which is exactly what we were looking for in an agency as we dial up our advertising," said Michael Turner, chief marketing officer, LegalZoom. "Donat/Wald scrutinized our business model to truly understand our brand and our relationship with our customers. That's critical, because while we certainly want to increase sales and drive response, we also want to identify what makes our brand unique and communicate that in a compelling way. No other agency even came close to the level of strategic thinking we got from Donat/Wald."

"I knew LegalZoom would change the legal category when I was having lunch with a top-tier investment banker who told me he had just used LegalZoom to incorporate his new partnership," said Lucas Donat, Donat/Wald founding partner and CEO. "This is a guy running a $200 million fund and he used LegalZoom, not because he couldn't afford an attorney, but because LegalZoom was more efficient than going to a lawyer. Then my brother, a serial inventor who barely has two nickels to scratch together, used LegalZoom to file a patent for one of his inventions. That speaks to the immense breadth of the consumer universe for LegalZoom. The company is transforming the access, efficiency and affordability of legal solutions. And that's exciting."

LegalZoom's mission is to help people save time, money and hassle on common legal matters. Preparing personal and business legal documents - like wills or incorporations - can be a costly, frustrating and emotional experience. For that reason, according to LegalZoom, nearly 70 percent of Americans do not have a will, and many people who try to complete their own legal documents make mistakes. LegalZoom makes it easier and affordable to get legal documents in order. Since its launch in 2000, LegalZoom has helped more than 500,000 customers.

Donat/Wald is known for its ROI-positive advertising strategy that fuses DR and brand advertising in the same ad, to deliver a measurable, positive return on investment. It merges creativity with accountability - high-concept creative ads with measurable results that are tied back to ROI.

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. Donat/Wald is a full-service agency that has used the ROI-positive approach in major campaigns for eHarmony.com, Register.com, Hotwire.com and many others.

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 20-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.