For Immediate Release Contact: Linda Barba, Project Marketing, Inc., 610-889-2036 or via e-mail at lbarba@projectmarketinginc.com DMW WORLDWIDE AND CLIENTS WIN BIG — FIVE HONORS RECEIVED AT 2007 PHILADELPHIA DIRECT MARKETING ASSOCIATION (PDMA) AWARDS EVENT

DMW takes home more coveted awards than any other winner.

WAYNE, Pa. — June 25, 2007 — DMW Worldwide LLC and clients Independence Blue Cross, Excellus Health Plan, Inc., Highmark Blue Shield, and Sterling Commerce were each honored with 2007 Philadelphia Direct Marketing Association (PDMA) “Benjamin Franklin Awards for Marketing Excellence” (also known as the “Benny”).

DMW was the competition’s big winner, receiving four Benny awards and one honorable mention in the categories of “Mail: Insurance,” “Mail: Consumer Services,” “TV or Infomercial,” and “Business-to-Business.”  DMW President and CEO Warren Hunter, as outgoing PDMA Direct Marketer of the Year, handed off the torch to the 2007 honoree, NutriSystem Inc.’s Tom Connerty. 

Independence Blue Cross (IBC) gives Keystone 65 members important notice — winner: “Mail: Insurance”

When Medicare Part D was announced in 2005 the marketplace was flooded with a barrage of promotional material, leading to confusion among many consumers.  IBC’s challenge was to present its Keystone 65 Part D offering in an understandable way.  In response, DMW created the “notice” campaign to be an authoritative, clear, and informative self-mailer designed to simplify a confusing Medicare product.  A peel-off business reply card on the mailer’s front panel served as an action device.  Inside, a concise, bulleted list made the product benefits clear.  A reply-by date ramped up urgency for the call to action.  This hard-working piece adeptly combined simplicity and urgency and resulted in a response rate well over that which was anticipated. 

Excellus Health Plan, Inc. successfully re-launches fitness and weight loss management program against heavy competition — winner: “Mail: Consumer Services”

Excellus Health Plan asked DMW to develop a three-part grassroots initiative targeted to health care providers, active users, and health care members who had not yet enrolled in its Active Anytime fitness and weight loss management program.  DMW went to work to build brand image, acquire more health-conscious members, retain current members, encourage benefit utilization, and improve the overall health of the member community.  The resulting mailing included a note of thanks, a postage-paid feedback card, a pass-along brochure, and a high-quality T-shirt branded with the program’s Active Anytime logo.  One in 10 utilizers provided positive feedback and more than 30% requested fitness claim reimbursement forms, and the pass-along brochure delivered a 7.5% response rate for prospective members.

“People Are Talking” and Highmark Blue Shield is listening — winner: “TV or Infomercial”

DirectBlue is Highmark Blue Shield’s comprehensive Preferred Provider health insurance plan, available to Central Pennsylvanians and Lehigh Valley residents under age 65 who are without group health insurance.  DMW was asked to help Highmark develop and execute a hard-hitting creative execution designed to appeal to the target audience and beat an existing control.  “People Are Talking” features a series of three quick yet compelling mini-stories which serve to dramatize the need for health insurance while adding credibility to the product.  In a 12-week test period, the effort generated 700% more leads than the control :90 spot and continues to run as Highmark’s new control.

Sterling Commerce finds solutions to a formidable marketing challenge — winner: “Mail: Business-to-Business”

Sterling Commerce, an AT&T company with a best-in-class technology solution, turned to DMW with a marketplace challenge: extremely limited overall brand awareness.  DMW responded with the “Aberdeen Group” campaign, built as a series of direct mail and follow-up e-mail promoting brand awareness and credibility (with incentives) to generate leads.  An exclusive report was commissioned from third-party industry analysts, the Aberdeen Group.  Prospects were directed to a Website to access the report and learn more about Sterling Commerce.  The Aberdeen Campaign generated 200% better than the client’s benchmark response rate for a lead generation campaign. 

IBC’s “Walk On” walks off with honorable mention for “TV or Infomercial”

With a year of Medicare Part D under its belt, Independence Blue Cross (IBC) was poised to convince those who had not yet signed up for Part D to enroll.  DMW created “Walk On,” a television spot that starred former Philadelphia Eagles coach, Dick Vermeil, an easily recognizable and relatable figure to area consumers.  In the spot, Mr. Vermeil literally walks on in front of a rolling screen to tell viewers the simple facts they need to know about Keystone 65’s Part D offering.  “Walk On” aired simultaneously with another spot for the same product.  This effort, however, generated 87% of the total target goal for both spots at a cost per lead well below the target. 

About the PDMA Benjamin Franklin Award for Direct Marketing Excellence

The Benjamin Franklin Award for Direct Marketing Excellence competition has been a proud Philadelphia tradition for more than 35 years, with the “Benny” itself now one of the region’s highest honors in direct marketing and advertising.  A panel of direct marketing experts judged this year’s submissions and honored 22winners and eight honorable mentions in categories including business-to-business, consumer products, consumer services, health care, insurance, financial, non-profit, retail, multimedia, catalog, TV or infomercial, and Internet – Website/Banner Ads, among others.

About DMW Worldwide LLC 
DMW Worldwide is a full-service direct response advertising agency with offices in Wayne, Pa., and Plymouth, Mass. The ECHO Award-winning agency — which ranks 37th in the prestigious Advertising Age “Top 50 Direct Marketing Agencies” list — provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Internet marketing. Industries served include insurance, financial services, consumer products, B2B, and non-profit. DMW’s President and CEO, Warren Hunter, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW’s Website at www.dmwdirect.com.