ROSENTHAL PARTNERS MAKES STRATEGIC CHOICE WITH RECENT APPOINTMENT

Scott Gold Named Vice President, Director of Strategic Planning

January 15, 2005— BETHESDA, Md.
Rosenthal Partners proudly announces the appointment of Scott Gold as vp, director of strategic planning. Scott brings a unique set of experiences to the agency both as an entrepreneur and a strategist. His entrepreneurial success was recognized by Inc. Magazine, and his strategic accomplishments have earned him high honors in the industry.

You don't have to look very far to find the "Eureka!" insights in Scott's work. He is renowned for bringing seemingly disparate concepts together to better understand customer's motivation and effectively discover the means to reach them. Whether it is connecting political parties with brand loyalty or sexual practices with purchase intent, Scott goes beyond the obvious to find the thread that no one else can discover. Depending on the product or service, uncommon beliefs can lead to targetable traits, some of which border on the outrageous, but nonetheless lead to tangible cues or markers that can then be translated to messaging and media. His groundbreaking work has been cited in Fortune, Adweek, Los Angeles Times, and many more publications.

"We are thrilled to have such a great mind join our team," says Beth Johnson, executive vice president, director of account management. "His strategic thinking and expertise in analyzing consumer research make him an asset to the agency, and its clients."

Before joining Rosenthal Partners, Scott was president and founder of BrandHarvest Consulting, a firm specializing in strategic insight and market research. The company attracted a broad array of clients including Ricoh and CareerBuilder.

Prior to moving to Washington, Scott spent eleven years at some of New York City's best-known agencies. He worked for Hill Holiday and Kirshenbaum, Bond & Partners on such brands as IBM, Snapple, Rolling Rock and John Hancock Mutual Life. In 1996, he became a partner at Dimassimo Brand Advertising, playing a large role in building the agency from the ground up. He attracted and oversaw work on such brands as Gateway, Mastercard and Citibank.

"Rosenthal Partners not only has great creative talent, but it is a research-based, results-driven agency," says Scott. "The people here understand that strategic planning is an important aspect of every client initiative."

Gold frequently lectures at George Mason and also conducts AAAA workshops on branding and consumer insight. He holds a B.A. in Political Science from Boston College, and is an avid Boston sports fan. Scott and his wife Diana spend their quiet time chasing twin toddlers, Noah and Madeline, around D.C.

Rosenthal Partners, Inc. (formerly The Dan Rosenthal Co.) was founded in 1990 and has been growing in capabilities, experience and ingenuity ever since. With a diverse list of client-partners; FBR, Tysons Corner Center, Next Day Blinds, Tax Analysts, Lingo, Long & Foster, to name just a few, Rosenthal Partners provides a full range of advertising and interactive marketing services in a collaborative and results-oriented work style. Better strategies, better creative and better results, all come from better collaboration. www.rosenthalpartners.com.

For more information please contact John Heenan, 301 718-8400 x107, jheenan@rosenthalpartners.com

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