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AGENCY.COM'S APPLIED CONCEPTS LAB INTRODUCES FIRST PUB TEXT MESSAGE TRIVIA

Added: (Mon Jun 18 2001)

Pressbox (Press Release) - Interbrew UK To Use Mobile Trivia Game to Promote Heineken Beer in Pubs Throughout the United Kingdom

London, UK - (June 18th, 2001) - AGENCY.COM, Ltd., (Nasdaq: ACOM), a leading e-business builder today announced the licensing of the first commercially released project from the Company's Applied Concepts Lab. The project, 'Text Message Trivia,' is a mobile phone based trivia game that entertains pub-goers while promoting Heineken beer.

AGENCY.COM's Applied Concepts Lab was set up to enable innovative ideas from within the company to be researched, developed, produced and then pitched to clients. The founders, Justin Moodie and Matthew Travers, expect that Text Message Trivia to be the first of many Lab projects to benefit AGENCY.COM clients. The game uses text message (SMS) technology to allow patrons to play pub trivia at anytime and potentially win free pints of Heineken beer. This is the first game of its kind, dubbed by the Applied Concepts Lab as 'Contextual Mobility,' as the service relates directly to the user's environment.

Travers said, "Our staff often come up with great ideas that, due to time or circumstance, aren't always viable for their particular clients. In other companies these ideas may be lost. The AGENCY.COM Applied Concepts Lab has been set up to capture these ideas and develop them into working prototypes that we can offer to other existing and potential clients. This keeps us at the cutting edge of digital technology."

Interbrew, which brews Heineken in the UK, will implement the game in 500 pubs throughout the United Kingdom.

Moodie explains the game: "Imagine you're sitting in the pub - you put your mobile phone on the bar next to a placemat or coaster promoting the game. You start a dialogue of multiple-choice questions and answers, using SMS. If you make it through three rounds you win a pint of Heineken, redeemed by presenting your phone at the bar. Pretty soon your mates - and the rest of the pub - are playing. Nothing creates a buzz like the challenge of winning free drinks."

Iain Newell, Interbrew's Marketing Manager said, "We are always looking for new ways to attract and retain our customers. Text Message Trivia capitalizes on the increasing popularity of SMS while also allowing us to develop a direct, one-to-one, relationship with our customers."

The first TMT promotion will be available in pubs throughout the UK from June 18 to July 13, 2001.

About AGENCY.COM

AGENCY.COM is a leading e-business builder in global markets. The company provides strategy, branding and technology services that help its clients build and grow their interactive business across multiple digital channels -- the Web, wireless and interactive television. Founded in January 1995, AGENCY.COM is headquartered in New York and has offices in Amsterdam, Atlanta, Boston, Chicago, Copenhagen, Dallas, London, Paris, Portland (OR), San Francisco, Woodbridge (NJ) and affiliate offices in Australia, Miami (FL), Seoul, Korea and Singapore. AGENCY.COM serves a broad and diversified global client base in a variety of industries, including 3M, British Airways, Compaq, Heineken and Reuters. For investor information, please visit http://www.agency.com/investors or call AGENCY.COM's Investor Relations line at 212.358.2702. To receive press releases going forward, please send contact information to investors@agency.com or call toll free 877.721.3006 for a fax copy.

Matters discussed in this release may include forward-looking statements that involve risks and uncertainties, and actual results may be materially different. Factors that could cause actual events or results to differ from anticipated events or results include risk factors and other items that are contained in AGENCY.COM's reports and documents filed from time to time with the Securities and Exchange Commission.

For More Information:

Press:

Julia Groves
Dir., Corporate Communications Relations Europe
AGENCY.COM
+44 (0) 20 7964 8200
mailto:jgroves@agency.com

Antonia Christie
Text 100
+44 (0) 20 8996 4145
mailto:antoniac@text100.co.uk

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