Modem Media Develops Unique Marketing Strategy

1 September 1999

Modem Media Develops Unique Marketing Strategy to Support Valvoline's "Catch the Action" Sweepstakes

    NORWALK, Conn.--Sept. 1, 1999--Modem Media . Poppe Tyson , a leading builder and marketer of customer-focused e-businesses for world class brands, today announced a strategy focused on customer management for Valvoline's new fall promotion, "Catch the Action", currently available at www.valvoline.com. "Catch the Action" is an online promotion that targets college football fans with the opportunity to win a trip for four to three premier post-season bowl games via private jet and $25,000 in cash.
    Modem's customer-driven approach leverages the word-of-mouth nature of the Web to drive participation in the campaign and promote it among targeted user communities. Additionally, the marketing strategy focuses on a results-driven model designed to provide significant feedback that will further Valvoline's customer management programs in the future.
    "This is an exciting opportunity to build the Valvoline brand and attract and acquire customers in a relevant, creative and involving way," said G.M. O'Connell, Chairman and CEO of Modem Media. "Through a well-calibrated strategy that leverages the Web's unique communication channels, we can impact and enhance Valvoline's overall marketing objectives."
    "The Web is a great way of gathering customer data to improve and enhance all of our relationship marketing activities," said Michelle Bronson, Manager of Consumer Promotion at Valvoline. "We are confident that the online strategy and creative developed by Modem Media will ensure that our target audience will be exposed to the Valvoline brand through a unique and engaging online experience."
    Advertising banners and sponsorships were negotiated with the College Football Section on CNNSI.com and other sports-oriented Web sites to support the promotion.

    ABOUT VALVOLINE
    Valvoline motor oil is the No. 1 choice of top mechanics for use in their own vehicles. Valvoline, a division of Ashland Inc., has been serving American motorists longer than any other motor oil company and is a leading innovator and supplier of quality, high-performing automotive and industrial products in more than 140 countries. Best known for its Lubricants, Valvoline also markets Eagle One appearance products, Zerex antifreeze/coolant, SynPower Performance Products and Pyroil automotive chemicals and refrigerants. Valvoline is a member of the Ashland Inc. family of companies. For more information about Valvoline, visit the company's Web site at www.valvoline.com.

    ABOUT MODEM MEDIA
    Modem Media is a leading builder and marketer of customer-focused e-businesses for world-class brands. Modem Media develops customer-driven insights to identify and capitalize on e-business opportunities, and utilizes its conceptual, technological and marketing expertise to build, distribute and manage differentiated e-business solutions for its clients around the globe. Modem Media's rapidly expanding global footprint includes offices in Norwalk, CT, New York City, San Francisco, Toronto, London, Tokyo, Hong Kong and an affiliate office in Sao Paolo. With more than 450 professionals worldwide, Modem Media has created customer-focused Internet solutions for global brands such as 3M, Citibank, Delta Air Lines, E*Trade, General Electric, IBM, JC Penney, John Hancock, Sony Computer Entertainment of America and Unilever. Modem Media's website is located at http://www.modemmedia.com.

    This press release contains statements that are "forward-looking" within the meaning of applicable federal securities laws, including the Company's expectations of revenues, which are subject to a number of risks and uncertainties that could cause actual results to differ materially from those anticipated. Factors that could cause actual results to differ are more fully discussed in our filings with the Securities and Exchange Commission.