Cingular Wireless Debuts Major Branding Campaign

Cingular Wireless Debuts Major Branding Campaign - January 14

Nationwide Ad Campaign Stakes Out Industry-First Strategy; Positions Newly Formed Company As the Only Wireless Provider Dedicated to Enhancing Individual Expression

Atlanta, GA. - January 13, 2001 - Cingular Wireless - the second largest wireless carrier in the United States - explodes onto the American consciousness on January 14th with a major advertising campaign based around a unique new strategy for the wireless industry that highlights the importance of self-expression. The campaign gets underway during Sunday's AFC Championship.

Representing the largest consolidation of brands in the wireless industry, the Cingular name unites 11 brands and 20 million customers brought together through a joint venture of SBC Communications and BellSouth.

"We have 20 million existing customers and 211 million potential customers we want to introduce ourselves to," said Cingular President and CEO Stephen Carter. "Cingular will do something new: we will emphasize the importance of self-expression. We're not about technology - we're about our customers, their communication - about celebrating life."

The multi-media campaign - the first created by ad agencies BBDO New York and BBDO South since it was awarded the account in October - will be seen nationally in both broadcast and cable television, newspapers, magazines, outdoor advertising, radio, point-of-sale, direct mail, online and more.

Among the other major advertising outlets for Cingular:

Super Bowl XXXV
Survivor: The Australian Outback
The Wall Street Journal, USA Today and other national outlets

Cingular replaces some well-known names in wireless around the nation, including Southwestern Bell Wireless, BellSouth Mobility and Pacific Bell Wireless. Cingular is a joint venture between SBC Communications and BellSouth which was announced October 5, 2000.

"Wireless is evolving into a more emotional category," said Virginia Vann, Chief Marketing Officer for Cingular Wireless. "Choosing a wireless carrier will become more of a branded decision as technologies blur and purchases are rooted in deals. As the 'newest brand' in the field, we see an opportunity to separate ourselves from the pack by being the first company to emotionally bond with our consumers and present Cingular as a more aspirational choice for their communication needs."

Added Ted Sann, Co-Chief Executive Officer and Chief Creative Officer of BBDO New York, "We had a very clear positioning. Our challenge was to create advertising that could breakthrough the blur of sameness in the category. At the same time, we wanted a campaign that would work seamlessly on both the national and retail levels." Sann continued, "We accomplished this by making the Cingular logo the symbol of self-expression and wrapping the advertising with the statement, 'What do you have to say?'"

In the advertising, the Cingular logo has literally been brought to life. The logo, which looks like a dotted "x," has been transformed into an animated character who appears at the end of all television commercials as well as all print and out-of-home ads.

"What better way to help personalize our company than to create a brand icon with personality," noted Vann. "In fact, this device helps ensure that even our promotional and point-of-sale materials will capture the overall emotional message of our campaign."

ABOUT CINGULAR WIRELESS
Cingular Wireless is the second largest wireless carrier in the U.S., and is dedicated to self-expression and customer-friendly service. As a leader in mobile voice and data communications, Cingular, a joint venture between SBC Communications and BellSouth, currently serves 20 million customers nationwide. Cingular's vision is to grow rapidly by offering customers advanced technologies in simple, cost-effective ways that permit them to tap the creative potential of wireless through their own self-expression. Details of the company are available at www.cingular.com.

ABOUT BBDO
BBDO is the third largest global agency network. In 1999, the agency reported more than $13.5 billion in worldwide billings from 297 offices in 74 countries.

Cingular Wireless Asks 'What Do You Have To Say?'

Launches National Branding Campaign

Major Advertising Campaign, Customer Service Initiative Celebrate Self-Expression

Wireless Leader Unites 11 Major Brands With A Cingular Name

Atlanta, GA.- January 16, 2001 - Cingular Wireless is bursting onto the national stage - launching its brand with flair through a nationwide advertising campaign celebrating self-expression, one of the largest corporate demonstrations of self-expression ever, and a promise to provide unparalleled customer service.

"At Cingular, everything we do supports and enhances the need for human expression," said Cingular President and CEO Stephen Carter. "We want to give people the opportunity to shout and be heard. You'll see this is in everything we do - the products, the equipment, plans and services we offer."

Today in Atlanta, Carter and comedian Dana Carvey demonstrated Cingular's dedication to self-expression by unveiling a 12-story wrap consisting of photos, quotes and expressions submitted by many of Cingular's 29,000 employees on its new Atlanta headquarters building. This marks one of the single largest corporate demonstrations of self-expression ever.

"Every one of us has something special to tell the world. Even the Church Lady and the guys in Wayne's World felt the need to express themselves," Carvey noted.

Cingular is the second largest wireless carrier in the United States, with 20 million customers in 39 states and the only wireless provider dedicated to enhancing individual human expression. Representing the largest consolidation of brands in the wireless industry, the Cingular name unites 11 brands brought together through the joint venture of SBC Communications and BellSouth announced October 5, 2000.

The company also announced the "Cingular Promise": to provide a new level of superior, individual customer service. Customers can update their rate plans at anytime with no charges, and automatically receive promotional rates on new phones every two years. Cingular is also announcing unique offers on calling plans and equipment. This includes its "Chat All You Want" promotion, which allows unlimited local wireless-to-wireless calls or text messages between Cingular customers in the same market. The promotion is available at no cost as part of a number of rate plans.

Americans can expect to see the Cingular message of self-expression brought to life in television and print campaigns devised by advertising agency BBDO. The ads use the tagline: "Cingular - What Do You Have to Say?" and the first TV ads were shown during Sunday's AFC Championship football game.

Cingular customers will also benefit from a new, more powerful wireless company providing national reach, far greater coverage areas and the latest in wireless data and voice communications at very competitive prices.

The Cingular name will replace BellSouth Mobility, BellSouth Mobility DCS, Cellular One (in markets formerly operated by SBC and BellSouth), Houston Cellular, BellSouth Wireless Data, Southwestern Bell Wireless, Pacific Bell Wireless, Nevada Bell Wireless, Ameritech Cellular (in markets formerly operated by SBC), SNET Wireless, and SBC Wireless.

ABOUT CINGULAR WIRELESS
Cingular Wireless is the second largest wireless carrier in the U. S., and is dedicated to self-expression and customer-friendly service. As a leader in mobile voice and data communications, Cingular, a joint venture between SBC Communications and BellSouth, currently serves 20 million customers nationwide. Cingular's vision is to grow rapidly by offering customers advanced technologies in simple, cost-effective ways that permit them to tap the creative potential of wireless through their own self-expression. Details of the company are available at www.cingular.com.

Cingular Wireless Super Bowl Ads Showcase Self-Expression in Unexpected Ways

Super Bowl Ad Honors Artist Dan Keplinger;

celebrates the Power of the Human Spirit and its Expression.

Atlanta, GA., January 28, 2001 - In a celebration of the power and beauty of the human spirit and its self-expression, Cingular Wireless - the second largest wireless carrier in the United States - unveils ads with inspiration and humor during the nation's most-watched annual event: Super Bowl XXXV. With a mix of four ads comprising two and a half minutes of primetime national attention, Cingular will introduce Americans to a varied tapestry of unique self-expression including the story of one very, very amazing person - Dan Keplinger.

Keplinger, who was introduced to the world via the Academy Award® winning documentary "King Gimp," is world-renowned for his expressionistic art. He and his work are the focus of one ad that Cingular will air during the Super Bowl. The 60-second spot in the third quarter pays tribute to Keplinger, who has overcome cerebral palsy through self-expression and art.

"Cingular believes there is no force more powerful, or beautiful, than self-expression," said Cingular President and CEO Stephen Carter. "Dan Keplinger's art is a tangible demonstration of one human being's incredible courage and determination, and we are proud to be able to honor him and others like him in today's ad."

Keplinger, who attended today's Super Bowl game, noted:

"I think Cingular showed courage to do something really different and something significant about the importance of self-expression. What I especially liked was the message of the commercial and that I, as an artist, had been cast to symbolize self-expression.
"Too often the media depicts people with disabilities as a disability, not a person. The Cingular ad, however, is about me as an artist and that's who I am. It's about the intensity and force of my painting and the freedom it gives me to soar. This gives me an unbelievable opportunity to show the world -- a hundred million people -- my art.

"I hope that my talent, my art and my fighting spirit communicate their message. And I hope that people remember the gift that we all have - the gift of self-expression."

Cingular's vision is to serve the innate human need to be heard and recognized by enhancing the human tools of self-expression, rather than focusing on technology. The company has also commissioned a painting from Keplinger to be displayed in its headquarters building in Atlanta.

The other three ads Cingular will run also commemorate unique, sometimes humorous forms of self-expression:

"Touchdown Dance School" (30 seconds) - A group of football players, including Kevin Gogan of the San Diego Chargers, Damien Woody of the New England Patriots, Marvin Harrison of the Indianapolis Colts and Donald Willis of the Kansas City Chiefs, learn the fine art of touchdown dances from a ballet teacher.
"Dancing Josh" (30 seconds) - A man with no sense of rhythm expresses himself in dance - badly, but enthusiastically.
"Sound Bites" (30 seconds) - A range of historic, memorable quotes, music and audio sound bites demonstrate the power of self-expression to change the world.

Cingular introduced itself to Americans on January 14th with a major advertising campaign based around a unique new strategy for the wireless industry that highlights the importance of self-expression. The multi-media campaign, created by ad agency BBDO (New York and Atlanta), will be seen nationally in both broadcast and cable television, newspapers, magazines, outdoor advertising, radio, point-of-sale, direct mail, online and more.

Among the other major advertising outlets for Cingular:

Survivor: The Australian Outback
The Wall Street Journal, USA Today and other national outlets

ABOUT BBDO
BBDO is the third largest global agency network. For CY 2000, the agency reported more than $14.5 billion in worldwide billings from 323 offices in 76 countries.