Commitment to Brand-Interaction Advertising Prompts Rosen/Brown Name Change to AlloyRed -- Clients Hungry for Model that Meets Dual Purposes of Awareness, Sales.

Business Editors

PORTLAND, Ore.--(BUSINESS WIRE)--Sept. 4, 2002

With economic woes putting increasing pressure on advertising to deliver results, Northwest agency Rosen/Brown Direct is changing its name to better reflect its unique brand-interaction advertising model, an approach key to its impressive list of new clients.

The internationally acclaimed direct marketing agency today announced an official name change to AlloyRed. The new identity is a more accurate representation of the company's results-based approach, which fuses brand development with respectful customer engagement to drive awareness and sales.

It's a logical evolution for the agency. Work that began 12 years ago focused on direct marketing -- campaigns that earned the agency a global reputation for leadership and innovation, and awards for results -- has expanded to meet the dual purposes of brand and interaction.

"Rosen/Brown Direct was no longer an accurate description of the agency, our work or our approach," said agency President Richard Rosen. "AlloyRed represents the fusion of brand and interaction, and our passion for both creativity and results. Our entire business is based on a model that proves you can accomplish interaction without sacrificing brand. In fact, you can build on that brand, while generating greater sales at less expense."

Unlike traditional brand campaigns, AlloyRed's brand-interaction model is based on a complex mix of factors, including sales objectives, customer needs and timing, as well as brand integrity. The end results are marketing programs employing a variety of media that engage customers based on where they are in the sales cycle -- from building awareness with prospects to explaining product benefits and overcoming reservations throughout the lead-management process.

Also unique to AlloyRed is its ability to reduce risk by projecting performance to use as a benchmark against measured results. Its approach has attracted several new clients, including Pacific Northwest-based technology companies such as BlueVolt, Clearswift and Fios, and prompted the expansion of work with Philadelphia-based Primavera Systems.

"The general advertising industry sees brand awareness and lead development as wholly exclusive; one is typically measured by awareness, the other by leads and sales," said Michael Shomberg, vice president of Product Marketing for Primavera Systems. "We don't think they're exclusive, instead we believe firmly that brand and sales are equally important. AlloyRed achieves a rare accomplishment: it attains both goals with stellar results."

Agency Strengthens Leadership Team

Richard Rosen, co-founder, president and CEO of Rosen/Brown Direct, will lead AlloyRed as president and CEO. Other top AlloyRed executives include Diane Stewart, vice president and general manager, formerly the director of operations for Emerald Solutions' Interactive Group, and creator and general manager of Zebra Design, the former marketing communications division of global public relations firm Waggener Edstrom.

Leading the agency's overall creative department is Daniel deMoulin, vice president of creative and technology. deMoulin is the former owner of Active Media Group, Inc., which he and partner Mary Linn brought to Rosen/Brown in 2000. He brings 20 years of experience in communications beginning with HBO and Kodak, before turning to the world of new media.

About AlloyRed

AlloyRed specializes in brand-interaction marketing programs designed to drive demand, accelerate the sales cycle, and nurture customer relationships while building brand. Its unique approach has generated award-winning work for a diverse range of clients, including Symantec, Primavera Systems, Louisiana-Pacific, 3M, Lucent Technologies, King Estate Winery, and TaylorMade-adidas. For more information call 503/224-9811 or visit www.alloyred.com.