BurrellesLuce Launches New Branding Campaign

Focus is on the Role of BurrellesLuce People, Products and Technology
in Promoting Business Intelligence and Productivity

LIVINGSTON, NJ (May 11, 2004) — BurrellesLuce, the world's leading media monitoring and analysis company, today launched a new global branding campaign, the first major marketing initiative for the company since the merger of the two media monitoring firms.

"Our new branding campaign reflects the leadership that BurrellesLuce brings to the communication industry through our best-in-class media monitoring, management and analysis products,” noted Robert C. Waggoner, Chairman and CEO of BurrellesLuce. “It is an exciting time at BurrellesLuce, and every aspect of our marketing communications – from logo and tagline, to ads and Website – will reflect that.”

The brand campaign introduces a new corporate logo and the theme line "Work Intelligently," to communicate BurrellesLuce’s focus on helping its clients to be more productive through enhanced knowledge and lightning-fast access to media information. The first campaign ad introduces the overall brand message. The campaign then rolls out with a series of print and online ads that showcase how BurrellesLuce products enable people at corporations, professional associations and agencies to achieve greater productivity through enhanced business intelligence, gaining a distinct competitive advantage. The ads speak directly to professionals in the public relations, corporate communications, marketing communications and investor relations fields, to whom media intelligence is essential.

"BurrellesLuce has kept pace with the information explosion by constantly developing new and innovative monitoring, analysis and management methods, and by investing in the people, technology and training it takes to stay on top of the seemingly endless stream of new media outlets and new media distribution methods. It’s clear there's a lot more that people should know about us in addition to our clipping and media monitoring services," said Waggoner.

"This is an extremely creative but direct brand campaign," continued Waggoner. "We decided the best way to reinforce our position as the world's leading media monitoring and analysis company was to simply tell it like it is. But rather than focus on what we do, this campaign focuses on what we make possible on behalf of our customers."

The campaign, which includes print and online advertising, direct mail, public relations and sales collateral components, will launch in May. The first print ads will run that month in PR Week and O’Dwyer’s PR Services Report. Additional ads will run in Public Relations Tactics and The Public Relations Strategist. Online advertising will immediately follow on various public relations and communications-focused Web sites.

Parsippany, N.J.-based branding agency The R&J Group developed and designed the campaign.

About BurrellesLuce

BurrellesLuce is the world's leading media monitoring company, offering the most complete coverage and analysis of all media through advanced technology and proven editing processes, providing customers with the knowledge and insight they need to stay ahead of the competition and on top of the marketplace. As industry pioneers for over 100 years, BurrellesLuce has leveraged its experience to assist companies and organizations worldwide in measuring and assessing the value of media coverage to help them make effective business decisions and gain a competitive edge.

For more information, visit BurrellesLuce on the Web at www.BurrellesLuce.com, or call (973) 992-6600.

Contacts

John Lonsdorf
R&J Group
(973) 331-1070
Jlonsdorf@RandJgroup.com

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