Marsteller Announces User Generated Media Alliance With Best Of Breed Companies

Launches Digital Check-up Product to Help Clients Navigate Online Channel and Protect Corporate Reputation

NEW YORK, August 24, 2005 - Marsteller today launched a new service to identify how corporations can monitor and respond to what's being said about them online and in the wireless environment. Once gaps in digital strategies have been identified, Marsteller will work to help corporations find solutions to their problems using a newly-formed alliance of best of breed service providers.

Marsteller's partners in the new alliance - known as the User Generated Media Alliance (UGMA) -- are Intelliseek, BzzAgents, Oddcast and Converseon.

User Generated Media (UGM) is online content generated by consumers (e.g. blogs, forums, avatars, etc.) that is easily accessible to a wide range of audiences including potential customers, media, analysts, employees and the community at large. According to Intelliseek, 32 percent of adult online users are now media generators and marketplace influencers, making UGM the fastest growing and most powerful form of advertising.

"Managing UGM is a critical issue for organizations given the rapid spread of online content as a trusted source, along with its viral nature. We formed the User Generated Media Alliance with key leaders in this space to bring the power of online content together with dynamic solutions providers to give our clients a comprehensive offering that can protect and sustain them," said Andrew M. Nibley, chairman of Marsteller, the advertising, interactive, design, event management and video production unit of Burson-Marsteller. "The Digital Check-up was designed to help clients maintain awareness of how they are perceived in cyberspace, and then identify the appropriate measures to address that information to meet their business goals."

UGMA partners and services include:

• Intelliseek - measures and analyzes online "buzz" to help marketers protect, promote and improve their products and brands. Intelliseek monitors over 15 million blogs, message boards, Usenet posts every day.
• BzzAgent - develops word-of-mouth campaigns that help clients drive credibility, understand real-world communications and add value to traditional marketing channels.
• Converseon - capitalizes on the changing ways consumers and businesses gather, synthesize, share and act on information through search engine strategy and optimization.
• Oddcast - creates and markets VHost conversational character (avatar) software products. Many companies use the VHost application to develop UGM as well as customizable viral marketing campaigns. The company's VHost™ product family enables organizations to program interactivity into existing e-marketing and e-learning platforms.
• Marsteller - is focused on delivering measurable business results through a full range of communications disciplines. Marsteller will coordinate Digital Check-up activities and will conduct competitive website assessments, develop messaging, create influencer programs and drive creative strategies.

Digital Check-up

In partnership with UGMA members, Marsteller created The Digital Check-up service offering. This customized service reviews and assesses all areas of the online channel and provides organizations with a report card and plan of action to improve their positioning in the digital world. Assessment areas include: corporate website audits, blog influence tracking and evaluation, search engine optimization, message monitoring, word of mouth / viral marketing, and e-fluentials online influencer targeting.

ABOUT MARSTELLER

Marsteller (www.marsteller.com) is a full-service advertising, design, interactive and production agency focused on providing measurable business results through a full range of communication disciplines. Operating in Chicago, London, Milan, New York, Pittsburgh and Washington, D.C., the agency focuses on brand-building, business-to-business, corporate, crisis/issues, financial and public education initiatives for clients. The company also provides public relations services through its parent company, Burson-Marsteller.

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