RAINIER BEER WINS ANA/AICP
“BATTLE OF THE BRANDS”
Inaugural Collaborative Event Recognizes Successful Branded Entertainment

Battle of the Brands Winning Team: (Left to right): Bob Liodice, President & CEO, ANA; Ben Price, Senior VP, Regional Advertising Sales, Discovery Networks, who presented the winning trophy; Guy Seese, Executive Creative Director, Cole & Weber/Red Cell; Matt Miller, President & CEO, AICP; Mike Tuton, Copywriter/Bear, Cole & Weber/Red Cell; Neal Stewart, Brand Director, Pabst Brewing Co.; Jim Elliott, Associate Creative Director/Senior Copywriter, Cole & Weber/Red Cell; Wyatt Neumann, Director.

BEVERLY HILLS, CA, February 17, 2005 - In a surprise ending, Seattle's Rainier Brewing Company bested its larger opponents and took home the Grand Prize for its Remember Rainier campaign for Rainier Beer, at the ANA/AICP Battle of the Brands competition, which took place here Wednesday. The first-ever collaboration between the Association of National Advertiser s (ANA) and the Association of Independent Commercial Producers (AICP), the Battle of the Brands was designed to reward marketers and their creative colleagues for the successful use of entertainment properties in their brand marketing programs. The audience of national marketers and entertainment executives used hand-held devices to vote for the winners.

Facing off against teams from Burger King, Sega, and ESPN, Rainier Brewing, a division of Pabst Brewing Company, took home not only the grand prize but top honors in three of the four categories: Strategy, Production Ingenuity, and Business Performance. The fourth category, Creativity, was won by Burger King for its Subservient Chicken campaign.

The four brand contestants were the finalists culled from all the entries to the Battle of the Brands competition, sponsored by ANA and AICP. Each of the finalists was invited to field a team to present its campaign and demonstrate how brand and entertainment are integrated within it. A panel of judges commented on the presentations , à la American Idol , and the winner was the team that accumulated the most points.

On stage for Rainier Beer were Guy Seese, executive creative director for advertising agency Cole & Weber/Red Cell (Seattle), and Neal Stewart, senior brand manager of Pabst Brewing Company (San Antonio). They were joined by campaign characters, the Bear and the Ranger. The production companies for the winning team were: Maidenhead Productions, Lenz FilmsÝ and Alarming Pictures. Serving on the judges' panel were: John Costello, EVP of merchandising and marketing for The Home Depot; Gilbert Davila, vice president of multicultural marketing for the Walt Disney Company; Geoffrey Frost, chief marketing officer for Motorola; and Katie Lacey, VP, colas and media for Pepsi-Cola North America."This was a very successful first event," said Bob Liodice, ANA president and CEO whose organization represents major marketers across the country. "The Battle of the Brands shows that innovators can be found at every level of the marketplace."

Announcer Randy West, of The Price is Right fame, was on hand to share hosting duties with Messrs. Liodice and Miller. Sponsors of the event included: Carat, presenting the Creativity Award; Brand Advisors, presenting the Strategy Award; Kodak Motion Picture Film presenting the Production Ingenuity Award; and initiative media presenting the Business Performance Award. The Discovery Network presented the Grand Prize. Other contributors to the event were: Wired (voting); Sacred Noise (music); Click 3X (title graphics) and Sony Pictures Studios (props).

In addition Rainier Beer, the finalists and their campaigns in the Battle of the Brands were:
Sega for its Beta-7 campaign.
Client: Sega, in cooperation with ESPN
Agency: Wieden+ Kennedy
Production Company: Chelsea Pictures
Presenting Team: Brian Clark, GMD Studios; Jim Gunshanan, Beta-7

ESPN Shorts for its Sears and Miller Lite Campaign
Client: ESPN
Agency: Brighthouse Live, Ground Zero
Production Company: Crossroads, Headquarters
Presenting Team: Sean Hanrahan, SVP, multi-media marketing, and Fred Bucher, VP,
TV/online marketing at ESPN/ABC Sports Customer Marketing & Sales; Spence
Kramer, VP, advertising and promotion, ESPN; and Court Crandall, creative partner, Ground Zero.

Burger King for the Subservient Chicken
Client: Burger King
Agency: Crispin Porter Bogusky
Production Company: The Barbarian Group
Presenting Team: Bob Cianfrone, copywriter, and Mark Taylor, art director, Crispin Porter + Bogusky, Miami; the Chicken.

The Battle of the Brands is a joint venture of the ANA and the AICP.

About the ANA
The ANA's mission is to provide indispensable leadership that drives marketing communications, media and brand management excellence and champions, promotes and defends industry interests. The ANA is the industry's foremost and recognized source of marketing communications best practices. It also leads industry initiatives, influences industry practices, manages industry affairs, and advances, promote and protect all advertisers and marketers. The trade association represents more than 340 companies with 8,000 brands that collectively spend over $100 billion in marketing communications and advertising. For more information visit www.ana.net.

About the AICP
Founded in 1972, the AICP represents, exclusively, the interests of companies that specialize in producing commercials in various media--film, video, computer--for advertisers and agencies. The association, with national offices in New York and Los Angeles as well as regional chapters across the country, serves as a strong collective voice for this $5.5 billion industry, disseminating information; representing the production industry within the advertising community, in business circles, in labor negotiations and before governmental officials; developing industry standards and tools; providing professional development; and marketing American production through the AICP Show: The Art & Technique of the American Television Commercial. Now in its 14th year, the AICP Show is an exhibit of the artistry and expertise of commercial filmmakers in the U.S.