Bradford Group Exchange Selects Unica Corporation's Software to Automate its Direct Marketing Efforts.

Business/Technology Editors

LINCOLN, Mass.--(BUSINESS WIRE)--Aug. 6, 2001

Affinium Campaign Will Help Top Collectibles Marketer Deliver

Personalized, Multi-Wave Campaigns

BGE, Ltd., serving one of the world's largest collectibles direct marketing groups, has selected Unica Corporation's Affinium software to help streamline the management of their marketing campaigns. Unica's technology will provide BGE with a flexible, easy-to-use platform for efficient marketing management and play a mission-critical role in BGE's business operations.

Currently, BGE supports the marketing of thousands of collectible products. The Affinium software will enhance BGE's ability to accurately target customers. In addition, Affinium will enable BGE to reduce the amount of time it takes to build and execute marketing simulations and marketing campaigns.

"The ability to more efficiently and effectively market our products is critical to our business," said Rich Hann, CIO at BGE. "After a thorough evaluation of leading solutions, we selected Affinium because it is easier to learn and use, and its unique, open architecture will enable us to quickly adapt to any changes in our data structure. Other solutions just couldn't match Affinium's combination of functionality, usability, and scalability."

Affinium provides an array of tools that enable marketers to create, deploy, optimize, and analyze one-to-one marketing campaigns quickly and easily, resulting in improved response, greater customer affinity, and a better return on marketing investments.

"Sophisticated direct marketers like BGE need robust campaign solutions that enable them to speak directly to customers' needs and desires," said Unica co-founder and CEO Yuchun Lee. "Affinium fulfills this need by enabling BGE to fully utilize its knowledge about customers' affinities and preferences in order to make more relevant offers. We look forward to working with BGE on this mission-critical endeavor."

About Unica

Unica, a provider of award-winning analytical CRM and marketing automation solutions, helps leading businesses implement one-to-one customer interaction strategies that communicate the right message to the right person at the right time - whatever the channel. Affinium, Unica's modular, cross-channel marketing suite, delivers deep functionality for data mining and predictive modeling, customer interaction and campaign management, reporting, and real-time personalization. Hundreds of businesses worldwide rely on Unica's software, services, and expertise to build profitable customer relationships and achieve marketing success. Headquartered in Lincoln, Mass., Unica is privately held with offices throughout the U.S. and a network of distribution partners in Europe, South Africa, and South America. Its customers include Lands' End, Merck-Medco, Bank of Montreal, Fingerhut, ABN AMRO, United Parcel Service, Marriott, Scotiabank, and AOL-AAdvantage. For more information, call 781-259-5900 or visit www.unicacorp.com.

About Bradford Exchange

BGE, Ltd. provides accounting, legal, information, management and other services to companies in The Bradford Group, which are made up of commonly controlled direct marketing companies including, among others, The Bradford Exchange, Ltd., The Ashton-Drake Galleries, Ltd., and The Hamilton Collection, Ltd.

Unica, Unica Affinium, Affinium, Affinium Campaign, Affinium Model, Affinium eMessage, Affinium Interact, Affinium Report, Universal Dynamic Interconnect, Keep Each Customer in Focus, Customer Value Maximization, MAP, and One-to-One Optimization are trademarks of Unica. All other trademarks are the property of their respective owners.