MSN Celebrates the State of Online Advertising

REDMOND, Wash., June 30, 2004 — MSN today announced 30 finalists for the second annual Emmessenny Awards, which recognize excellence and creativity in online advertising by rewarding the most outstanding ad content to appear on the MSN®
network of Internet services over the past year. This year’s competition saw 280 entries, nearly double last year’s entries, highlighting innovative campaigns from agencies such as OgilvyOne, Carat Interactive, Digitas LLC, Starcom IP, Goodby, Silverstein & Partners, Euro RSCG, Tribal DDB New York, and MarketSource, representing companies such as HP, adidas, Volvo Cars, Coca-Cola Co., Johnson & Johnson, New Balance and others. Winners will be announced at the Emmessenny Awards gala Tuesday, Aug. 3, in Manhattan.

“In only their second year of existence, the Emmessennys have become a coveted distinction for online campaigns,” said Greg Stuart, president and CEO of the Interactive Advertising Bureau, who is serving as chairman and moderator for this year’s judging committee. “The competition is fierce. These agencies and marketers have done some terrific work over the past year, and that is making it very difficult for our judges. With so many great entries, I’d have to say that the state of online advertising is stronger than ever.”

A complete list of the campaigns that were announced as finalists today as well as more information about the Emmessenny Awards can be viewed at .

MSN will for the first time award a Best in Show prize for the best overall entry, along with first- and second-place awards in three categories: Branding, Direct Response and Rich Media — based on creative execution, innovation and effectiveness. The Best in Show winner will receive $25,000 and the Emmessennys trophy. First-place winners of each of the other categories will receive $10,000, and second-place winners will each receive $5,000. Judges were impressed as participation in the awards program nearly doubled from the previous year, with much of the increase coming from top-tier agencies representing big-name clients. Media powerhouse Warner Bros., for example, submitted two entries for its movies “Starsky & Hutch” and “Gothika.” Other products represented include the Pontiac GTO, the Reach Access toothbrush, the U.S. Army, Old Spice antiperspirant and even Sen. John Kerry’s presidential campaign.

“These finalists demonstrate how unique, creative online campaigns can cut through the clutter of the Web and really connect advertisers with their target audiences,” said Joanne Bradford, chief media revenue officer for MSN. “When done well, online advertising brings real, tangible, measurable results. This year’s Emmessenny finalists really illustrate the potential that companies have to use the Web to achieve their business goals.”

Last year’s winners can be viewed at .

About MSN

MSN attracts more than 350 million unique users worldwide per month. With localized versions available globally in 38 markets and 18 languages, MSN is a world leader in delivering Web services to consumers and online advertising opportunities to businesses worldwide. The most useful and innovative online service today, MSN brings consumers everything they need from the Web to make the most of their time online. MSN is located on the Web at . MSN worldwide sites are located at .

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