TOM Outdoor Successfully Integrate and Unified Brand Strengthening market leadership in China

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1 TOM Outdoor Successfully Integrate and Unified Brand Strengthening market leadership in China Shanghai, June 27, 2005 TOM Outdoor Media Group Limited (TOM OMG), the outdoor advertising flagship of media group TOM Group Limited (HKSE: 2383) has unveiled a unified brand identity. The company held a news briefing at the newly relocated office in Shanghai, announcing that 14 subsidiaries have been brought under the brand of TOM OMG, as well as elaborating the promise of its unified brand on integration and the future development of TOM OMG. TOM OMG has been expanding through a series of strategic acquisitions and organic growth of its outdoor business during the past. Its business in Mainland China has been vigorously developed. The unified brand can help develop TOM OMG to be the leading outdoor media player nationwide, and bring abroad the media talents, experiences and knowledge. It added value to TOM OMG and strengthen the synergy. Besides, unified brand boosts the sense of belonging of the staff from the subsidiaries. These advantages will help us provide better service and achieve greater result for our clients. We will continue to expand our business locally and internationally in the future, thus a unified brand image is important to all the markets we serve. said Li Jian, President of TOM OMG. Sing Wang, the CEO and Executive Director of TOM Group issued statement saying, I am pleased to see TOM OMG has successfully integrated and unified the brand. During the past, business observers have been skeptical towards TOM s entry into the outdoor business. TOM OMG has produced solid results and assets with several years of development and integration. It already became a great domestic brand. I

2 believe a unified brand not only helps provide a more professional service to our clients, but also strengthen the leading media position of the Group. The branding integration has been proceeded on the basis of resource and cultural integration. Branding integration Brand integration included the unified of corporate identity system and the establishment of Too Powerful to Miss as the promise of the brand. The power comes from the strongest advertising network and massive professional service teams of TOM OMG, as well as the extensive reach of outdoor media. It marks the influence of great outdoor and network communication. TOM OMG has especially designed a series of brilliant artworks to be shown on outdoor media, newspapers, magazines, and internet, to fully reflect the visual impact from the professional designs. Resource integration TOM OMG has been integrating the acquired enterprises during the past three years. It made four major accomplishments on resource integration as follows. (1) Building a great outdoor media network platform (TOMS14100 system) - TOM OMG has kept a database of media resources from nearly 60 cities. Clients can view from the network the advertising media information in terms of locations, photos, stream of people, the advertised brands and its effect, etc. It materialized the one-stop solution of network sales. (2) Setting up of intellectual management database It is a systematic record of knowledge and experience from different teams. The information can be shared among the teams on the network, thus effectively enhance the professional service and competitive edge of the teams. 2

3 (3) Establishing new media research and development centre It pulled together the new technology, crafts, materials, and styles, and applied them into the figures and pictures of outdoor media. It added value to the clients, intensified the attraction of the advertising, and appended a scenic spot for the city. (4) Opening of nationwide customer centers Clients in the past have to travel to the advertising distribution city looking for an advertising media. It is travel-worn and cost-plus. TOM OMG has opened nationwide customer centers in Beijing, Shanghai, and Guangzhou. These centers brought the publicity of international and local clients to different regions in the country, and regional clients brands nationwide. Cultural integration The core of team integration lies on cultural integration. TOM OMG standardized the value and enterprise initiative of the team, collected and ironed out the different systems of its subsidiaries. With the combinations of international and sophisticated experience, it revised a range of systems that standardized the workflow and boosted the efficiency and quality of service. TOM OMG also put emphasis on training. It designed a series of training programs and set up training fund for the management and the staff. It aimed at building an organization of learning and innovation. It also established management titles and the professional titles to provide rooms of development for the staff. Cultural integration strengthens the cohesion and enhances the edge of the team. On top of the over 200 awards we attained during the past, nearly 20 awards were added this year from both 2004/2005 China Advertising Annual Awards 1 and 2nd China Outdoor Advertising Conference 2 activities. On completion of branding, resource and cultural integration, TOM OMG already equipped with a standardized operating model, solid internal sales network, and professional service team. These strengths help TOM OMG expand its local and 3

4 international markets, as well as build an international brand. In future when TOM OMG is looking for strategic partners, it will consider cooperation in the form of joint ventures in order to fully leverage the resources and strength of both parties to provide professional outdoor advertising services for the clients. TOM Outdoor Media Group TOM OMG is one of the five primary units of TOM Group. It operates the largest billboard network with over 300,000 square metres of asset space in Mainland China covering nearly 60 cities in Mainland China. Through 14 operating subsidiaries providing one-stop solution and professional service, TOM OMG s revenue in 2004 grew 24% against 2003 to HK$369 million. In 2004, key new concessions were secured in 10 cities, including Shanghai, Beijing, Guangzhou, Dalian, Jinan, Fuzhou, Xiamen, Zhengzhou, Shengyang and Chongqing. These included 18 unipoles along the highway leading to the Pudong International Airport in Shanghai, as well as 3 largest advertising billboards in Guangzhou. Major advertising clients include NEC, AVIVA-COFCO Life Insurance, Kia Automobile, Konka and Futian Automobile. Over the years, TOM OMG secured over 200 professional awards including over 60 nationwide awards. It grasped nearly 20 awards on the 2004/2005 China Advertising Annual Awards, and the 2nd China Outdoor Advertising Conference, becoming the domestic media team that scored the largest number of awards. President Li Jian was also named The 10 Most Influential Advertising People 3 on the 2nd China Outdoor Advertising Conference. These awards generated positive effect in boosting the brand of TOM OMG, and marked the widespread recognition of the professional service provided by TOM OMG. China Advertising Association has earlier announced the 100 best advertising companies in term of revenue in 2004, TOM OMG is proud to be ranked at top three. 4

5 TOM Group Limited TOM Group Limited (HKSE stock code: 2383) is listed on the Main Board of the Stock Exchange of Hong Kong. A leading Chinese language media conglomerate in Greater China, TOM Group has diverse business interests in five key areas: Internet (TOM Online), Outdoor (TOM Outdoor Media Group), Publishing, Sports, Television and Entertainment across markets in Mainland China, Taiwan and Hong Kong. In each of the areas it operates, TOM Group has secured market leadership. Headquartered in Hong Kong, the Group has regional headquarters in Beijing and Taipei, and 3,400 employees in over 20 cities. Notes to editor: Official Chinese names of the translated English titles 年度 禮 #### For press enquiries: TOM Group Limited Ada Lee General Manager, Corporate Communications Tel: (852) Fax: (852) corp-comm@tomgroup.com 5