CyberCash Launches First Comprehensive Branding Effort; Katsin/Loeb Advertising Creates New Campaign.

SAN FRANCISCO--(BUSINESS WIRE)--July 26, 1999--

CyberCash Inc. (Nasdaq:CYCH), the world leader in e-commerce technologies and services, has embarked on its most ambitious marketing effort to date with its new integrated branding campaign created by San Francisco-based Katsin/Loeb Advertising Inc.

Spending for the campaign, which highlights Virginia-based CyberCash's leadership in helping merchants grow their e-commerce businesses, will fall between $10 million and $15 million.

Katsin/Loeb leaps out of the gate with a dozen witty and sophisticated full-page print ads which begin appearing nationwide July 26 in close to 20 newspapers and magazines, including The Wall Street Journal, The New York Times, USA Today, Fast Company, Forbes, Business Week and Internet World. The print campaign will be followed by on-line advertising and broadcast campaigns breaking early fall 1999.

CyberCash Senior VP of Marketing Ken Perez said: "There is so much static in the e-commerce marketplace, that we decided it was time to reassert our leadership position. With this new campaign we are delivering a strong reminder that CyberCash is at the center of the e-commerce revolution."

Katsin/Loeb chairman/creative director Jef Loeb added: "With the help of CyberCash technologies, merchants can attend to what they do best -- which is sell -- and to becoming profitable, quickly. We focused our campaign on the happy dilemma faced by merchants who utilize CyberCash: dealing with their success and new-found wealth."

Katsin/Loeb created a spirited campaign, that is "in your brain, rather than in your face." Reminiscent of pithy, New Yorker cartoons, the ads are simple and focused in a visual metaphor for CyberCash's message and services.

Unadorned photographic images are accompanied by humorous thought bubbles. In one ad, a voice emerges from the White House: "We're all proud of you for inventing the Internet, Al. But how come all these other folks are getting rich off it?" In another, a skyscraper retorts, "I agree, but I just don't think the phrase 'e-commerce rocks' is appropriate for an annual report."

The ads communicate that CyberCash touches every sector of the marketing food chain. They capture CyberCash's strengths: its innovative products, broad customer base, company legacy and breadth of business partnerships.

CyberCash (www.cybercash.com) is a leader in e-commerce technologies and services, enabling commerce across the entire market spectrum from electronic retailing environments to the Internet. CyberCash provides a complete line of software products and services allowing merchants, billers, financial institutions and consumers to conduct secure transactions and other e-commerce functions using the broadest array of popular payment forms.

Credit, debit, purchase cards, cash, checks, smart cards and alternative payment types (e.g., "frequent buyer" or loyalty programs) are all supported by CyberCash payment solutions. Leading brands include InstaBuy(tm), AgileWallet(tm), ICVERIFY(R), PCVERIFY(tm), CashRegister, NetVERIFY(tm) and PayNow(tm).

Katsin/Loeb Advertising Inc. is an award-winning, full-service, independent advertising agency with billings approaching $40 million. Helmed by partner/president Daniel Katsin and partner/creative director Jef Loeb, Katsin/Loeb's clients include Fireman's Fund Insurance Company, CyberCash Inc. and Yale-New Haven Health, among others. For more information, visit the company's Web site at www.katsin-loeb.com.