WARSCHAWSKI LAUNCHES BrandMaPR

-- Proprietary Approach Enables Clients to Establish Brand, Grow Mindshare and Marketshare in Increasingly Cluttered Marketplace --

BALTIMORE, October 12, 2006 -- Warschawski, a full-service public relations, marketing and branding agency, today announced the launch of BrandMaPR (brand-map-er), a proprietary approach to branding, marketing and public relations that enables companies to create a differentiated and continuously resonant brand position in the marketplace. The etymology of the word BrandMaPR stems from what Warschawski views as the ideal marketing communications model -- clarity of an organization's brand (Brand) leads to the creation of powerful brand-centric marketing programs (Ma) that by their very nature must have strong PR opportunities built into them (PR).

"The PR and marketing industry is at a crossroads where agencies need to understand that their work has to further their client's brand and business goals. PR for PR's sake or marketing programs for marketing's sake alone are dead. If an agency doesn't have clarity about what the brand stands for and the business goals it needs to accomplish in order to successfully grow the brand, then how can an agency create truly great PR or marketing programs?," commented David Warschawski, founder and president of Warschawski.

"Too many agencies approach marketing or public relations tasks from a silo mentality with little understanding of how their work should affect the overall brand and its business goals. Often, the end result is that slick PR or marketing programs are created that have little relevance or impact in furthering the brand. In fact, this approach of form over substance can often be detrimental to growing the brand and its resonance among its target audience."

Through BrandMaPR, Warschawski works with clients to first clarify their brand -- the fundamental emotional experience a company wants its target audience to have with its product or service at every touch point. Once the brand is clarified, Warschawski develops marketing programs that consistently reinforce and strengthen the brand position among its target audience. These brand-centric marketing programs must have strong public relations campaigns built into them so that they are a natural extension and complement to the marketing program. The PR opportunities must also be focused on the core target audience and further serve to reinforce the brand -- giving it power and strength to stand out in the marketplace. When done correctly, this is a model that can be repeated over and over again to create a "surround sound" experience that consistently grows and strengthens the brand's resonance among its core target audience.

"Warschawski has always practiced and believed in brand-centric and business goal oriented PR and marketing. We felt the time was right to formalize our approach and share the BrandMaPR model publicly with our clients and our peers," added Amy Christopher, senior vice president of Warschawski. "Warschawski has executed numerous successful brand-building campaigns for its clients and has seen first-hand how effective the BrandMaPR approach is in helping companies grow brand equity."

A recent study conducted by Yankelovich Partners, an American marketing-services consultancy, found that 65 percent of people now feel "constantly bombarded" by marketing and advertising messages and that 59 percent feel that ads have very little relevance to them. BrandMaPR is designed to help companies combat this challenge by creating a strategic approach that ensures that all marketing and public relations initiatives clearly reinforce a company's brand on a consistent basis. This approach helps companies increase marketshare and mindshare with the goal of positively impacting a compan's bottom line.

ABOUT WARSCHAWSKI (www.warschawski.com)
Warschawski is dedicated to providing clients with the highest quality of public relations, marketing and branding service. The company has won more than 150 industry awards for its work over the last eight years alone. This year, Warschawski was named "Small Agency of the Year" for the U.S. Previously, the company was ranked as the number one boutique agency in the country. For five consecutive years, Warschawski also has been ranked as one of the top 15 "Best Agencies to Work For" in the country. Warschawski clients include Fortune 500 and Inc. 500 companies. The company was founded in 1996 and is headquartered in Baltimore, MD.

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