FEATURE/ ``We Do the Math'' Adds up to Accounting Industry's ``Got Milk?''.

Business and Features Editors

FEATURE...

TROY, Mich.--(BUSINESS WIRE)--Oct. 30, 2002

Lip Service Communications, Inc. has created "WE Do the Math(TM)," a comprehensive image-building ad campaign designed to bolster a CPA firm's brand and reinvigorate consumer trust in the battered accounting profession due to the many highly publicized scandals involving Arthur Andersen/Enron among others. "`WE Do the Math(TM)' plays off the ubiquitous `You do the math' phrase embedded in the American vernacular, and employs the inherent power of familiarity to become the accounting profession's equivalent of `Got Milk?(TM)'," says company president, Susan Murphy.

The one-of-a-kind marketing package also includes the highly coveted complementary toll-free vanity number 1-800-CPA-MATH and matching domains. "What makes this clever package unique is that it was painstakingly conceived and assembled before a bona fide client was identified," said Murphy. "To our knowledge, nothing of this caliber and scope has been developed prior to being commissioned by a client."

The average consumer is bombarded by more than 4,000 messages every day, requiring a brand (a company's identity) to rise above the clutter and confusion. "Considering the shortage of memorable messages and short, user-friendly names for CPA firms in this day and age, a clever and compelling slogan/tag line can make all the difference in whether a brand will impact the public consciousness," said Murphy. "We Do the Math(TM) boldly and simply reinforces the `basic' principle on which the accounting profession was founded: to `do the math' and provide forthright, value-added services to the public. It is designed to tell the public that a particular firm can be counted on to do their homework, that a CPA is a trusted advisor. Promoting We Do the Math(TM) through an integrated advertising and marketing campaign effectively supports industry-wide efforts to help regain the public's trust."

Lip Service Communications has built a reputation as an agency that nurtures great ideas. "An idea is a terrible thing to waste," says Murphy. "When inventive ideas pop up we develop them, with or without an applicable client. We view our intellectual properties as valuable real estate and sound investments in the future of our agency." Murphy notes they are currently in various stages of developing several complete branding and marketing packages designed for the floral and gifting industry, food service industry, restaurant/nightclubs, and apparel industry to name a few. "Taking an idea, running with it and making it happen is our goal," said Murphy. Lip Service Communications is promoting the sale of the slogan/tag line: WE Do the Math(TM), vanity number 1-800-CPA-MATH and matching domains to prospective CPA, Accounting, and Consulting firms through their website http://www.wedothemath.com.

Lip Service Communications, Inc. is a Detroit-based marketing/branding ad agency in business since 1987. Susan Murphy can be reached at 248.528.0007 or [e-mail]. WE Do the Math/1-800-CPA-MATH can be found at http://www.wedothemath.com. Lip Service Communications can be found at http://www.lipservicecommunications.com.