ABOUT ID PUBLIC RELATIONS

For almost fifteen years, ID has developed and fosteredrelationships with Hollywood’s premiere talent, as well as the press and the industry at large.

Established in 1993, ID began as a boutique publicity firm and blossomed into the intersection of entertainment public relations and brand communications, with a client roster that reads like a who’s who of influential brands and talent.

ID creatively and strategically addresses our clients’ goals as they relate to media outreach, relationship building, crisis management, events, promotions, celebrity outreach, marketing consultation, and product campaigns.

Our excellent reputation precedes us.

We are an agency that prides itself on being highly-selective and attracting clients at the top of their profession or industry. We see ourselves as a partner in your business, where your success is as vital as our own.

A small sampling of our clientele includes: Jake Gyllenhaal, Sarah Jessica Parker, Ben Stiller, Tobey Maguire, Owen Wilson, Katie Holmes, Hugh Laurie, Dustin Hoffman, Sean Penn, Dane Cook, Robin Williams, and Jennifer Hudson.

Our corporate clients include Starbucks Entertainment, M.A.C Cosmetics, Fox Searchlight, Warner Home Video, Estee Lauder, and Tiffany & Co.

We look forward to helping you build your brand, and where possible, utilizing our industry relationships, press contacts, our exclusive clientele and most of all, our credibility to ensure that your company reaches the pinnacle of your industry and a fixture of excellence in the marketplace.

ENTERTAINMENT BRAND STRATEGIES OVERVIEW

MEDIA RELATIONSHIPS

With 60 employees in Los Angeles and New York, I/D has built an extensive network of relationships based on years of experience. It is through this network and our reputation within the industry that we are able to secure optimum media exposure for our clients.

While our core business is centered in the entertainment market, our publicists and account executives actively extend their efforts into the arenas of lifestyle, fashion, retail, sports, business and technology as well. Through these interactions we are able to create and solidify relationships between our clients and media outlets regionally, nationally, and globally.

NETWORK EXTENSION

We believe in educating the media about our clients, and are determined to ensure they know our talent as more than just a “face” and each brand as more than just a “name.” One of the most fundamental components of any successful publicity and marketing campaign is the creation and nurturing of relationships for a client within the industries of entertainment, fashion and business. I/D facilitates introductions between clients and select editors, writers, photographers, stylists and other key cultural influencers to bolster a client’s mediapresence.

CELEBRITY OUTREACH

A company built upon a foundation of long-standing entertainment relationships, I/D assists in aligning consumer brands with celebrities. Through gifting, event attendance and endorsements, we are able to provide our clients in commerce, film, television, music and sports with business affiliations of unlimited potential. In allowing corporations unfamiliar with the entertainment marketplace access to our network, we can further these talent relationships in a manner mutually beneficial to both the client and the celebrity.

CONSUMER PROMOTIONS

The team at I/D identifies and establishes valuable partnerships between our clients and select retail, philanthropic and media outlets. Through carefully orchestrated events and promotional initiatives, we are able to devise and implement a creative brand strategy on a client’s behalf, and provide them with unparalleled exposure to a broad consumer audience.

SPECIAL EVENTS

With clients including Tiffany & Co., Variety, Cartier, Fendi, DKNY and Swarovski, I/D has forged a reputation as the industry’s premier agency for strategic event planning, production and execution. We have produced notable brand launches, store openings, premieres and galas for clients in film, television, philanthropy and fashion. Always keeping our strategic goals in mind, we utilize our vast network of resources to produce press-worthy events seamlessly integrated with a client or brand’s publicity and marketing plan. As either the sole producer of an event or as a consultant, I/D delivers celebrities, red carpet press, creative design, guest invitations, location scouting, sponsorships and more. I/D always develops the appropriate strategy to achieve the most targeted and optimal campaign on a client’s behalf.

FILM & TELEVISION CAMPAIGNS

I/D takes a results-driven approach in mounting release campaigns for films and television programs. In researching the marketplace, we identify trends in demographics and consumer products which best fit the needs of a client. Through celebrity outreach, event planning and consultation, I/D constructs and institutes a targeted release campaign reflecting these trends.

From the limited releases of independent films to worldwide studio releases, I/D prides itself on the creation and execution of film campaigns tailored to a client’s overall career path, as well as their immediate critical and commercial goals. Utilizing our relationships with pundits, guilds, critics, influencers and Academy members, we provide comprehensive targeted positioning for clients as their projects approach their respective awards seasons.

WORLDWIDE FESTIVAL SUPPORT

I/D travels to locations around the globe, showcasing ground-breaking films and intriguing consumer brands to eclectic filmmaking audiences, media outlets, opinion leaders and celebrities. Navigating the waters of film sales and distribution, I/D represents films as well as their casts, directors, producers, or writers. From the Cannes International Film Festival in France to the Venice International Film Festival in Italy, from the Toronto International Film Festival in Canada to America’s very own Sundance, New York and Tribeca Film Festivals, I/D provides full-service festival support to our clients.

CRISIS MANAGEMENT

In today’s media-saturated society, facing the pressures of Internet and tabloid-based press coverage can be a precarious and intricate task. Based on a foundation of trust, I/D is able to efficiently and effectively diffuse media crises for our personal and corporate clients. The representatives of I/D leverage their own relationships with media outlets to actively control and stabilize any problematic situation that might arise. We institute crisis management strategies and respond to controversial media developments with creativity, tact, and professionalism to preserve the image and reputation of each of our clients.

MARKETING CONSULTATION

I/D appreciates the extent to which superior marketing and publicity have become vital in achieving success within today’s consumer culture. We don’t simply “publicize” a client’s brand image. We consult with corporations, studios, record labels and production houses to ensure a client’s image is used in only the most appropriate fashion, lending our expertise when needed as large-scale campaigns are mounted on a client’s behalf. Using creative strategies, we seek to inform and educate corporate entities in an effort to properly represent a client’s goals.

Client: Tiffany & Co.

I/D is responsibile for advancing the awareness and desirability of the Tiffany brand through a targeted, strategic celebrity outreach program.

Campaign Study: The Gehry™ Collection

Objectives:

Launch Tiffany & Co.’s newest jewelry line, The Gehry™ collection, using an integrated marketing approach centered around strong messaging and media relations

Generate mass awareness of the line through targeted bi-coastal launch events

Strategy:

Procure talent for the launch party with select tastemakers and influencers

Maximize impact in lifestyle and entertainment outlets, highlighting key celebrities, tastemakers and influential leaders involved with Frank Gehry and their participation in the event

Secure interviews from key Gehry supporters, and strategically place them in the major market dailies and lifestyle publications

RESULTS

Booked key celebrities for New York, Los Angeles and London launch parties including:

Ellen DeGeneresFelicity HuffmanPatti LaBelleJohn LegendWilliam H. Macy Ashton KutcherOwen Wilson

Secured press coverage

of the NY and LA launch

parties in major media

outlet including:

The Insider

Entertainment Tonight

InStyle

Vogue

Women’s Wear Daily

People

item! ! ! ! ! ! ! ! ! ! Spring 2006

Client: M.A.C

I/D handles all West Coast publicity needs, including celebrity outreach, brand building, media relations, product placement, and events.

Campaign Study: Seasonal Makeup Launch

Objectives:

Promote seasonal makeup lines in regional and national print and broadcast media outlets

Brand M.A.C products to editorial trends in order to increase retail traffic online and in stores across southern California

Reach target demographics regarding products and store locations

Strategy:

Conduct monthly product outreach, editorial seeding with beauty writers, and gifting to celebrity supporters in an effort to increase media attention to specific lines

Establish “deskside” sessions in where a M.A.C Artist provides tastemakers and media personalities with a training session and application of the product

RESULTS

Built company

relationships with

entertainment

showrunners, talk show

producer and magazine

editors.

Showcased products

and provided samples

for use in the magazines

and on air.

Estee Lauder’s

3rd quarter earnings

were up nearly 7% due

in large part to M.A.C

sales

West Coast consumer

demographic reached

through the following

outlets:

AngelenoLA ConfidentialLos Angeles MagazineLos Angeles TimesStar MagazinePeople MagazineIn Style Item 944

LA Confidential February 2007

Client: Starbucks Entertainment

I/D is the worldwide agency of record for all Starbucks Entertainment initiatives, including music, books, digital media and films.

I/D recently helped launch Hear Music, Starbucks new music label and is currently handling the label’s release of Paul McCartney’s new album, “Memory Almost Full.”

Campaign Study: A Long Way Gone

Objectives:

Brand Starbucks as a credible bookseller, while not detracting from their core coffee business

Drive consumers to purchase the book at Starbucks locations

Reveal Starbucks innovative initiatives and its remarkable support of a first-time author

Strategy:

Launch satellite media tour (SMT) with national and local TV stations in top 25 markets, and a satellite radio tour with national radio shows such as NPR’s Fresh Air, The Bob Edwards Show and The Gayle King Show

Create media buzz by aligning Ishmael’s 10-city book tour with special “sold-out” in-store appearances. Secure publicity in local and regional outlets via key calendar listings and invite local media to attend the appearances for on-site coverage

Conduct dedicated outreach to print and broadcast outlets

RESULTS

Sales of more than

100,000 copies of

A Long Way Gone

at Starbucks locations

across the US

More than 615,000,000 print, broadcast and online media impressions

Book topped the NYT Bestseller list

Widespread

coverage and

placement in consumer,

business and

entertainment media

including:

Anderson Cooper 360°

The Daily Show

USA Today

The Associated Press

The New York Times

Los Angeles Times

Newsweek

! ! ! ! ! !

Time February 12, 2007

Client: Childrens Hospital Los Angeles (CHLA)

I/D handled the CHLA bi-annual event Noche de Ninos, a star-studded gala raising money for the famed research and treatment center for children across the world.

Duties included assembling celebrity guests, coordinating the red carpet press line, facilitating all media coverage leading up to as well as following the event and consulting on the overall production of the event.

Campaign Study: Noche de Ninos Event, October 7, 2006

Objectives:

Book celebrity host and honorees for the evening

Secure press surrounding the event and its cause

Educate consumers on the resources of Childrens Hospital furthering their philanthropic efforts and raising money for their campaigns

Strategy:

Leverage relationships to garner support for CHLA’s continued financial and media support from celebrities

Assemble and supervise event to maximize coverage in print, broadcast, online and radio to educate audiences about CHLA

RESULTS

Johnny Depp recruited as honoree

Jennifer Lopez recruited as presenter

Performers included Ray Romano, Billy Crystal, Il Divo and Emcee Billy Bush

Guests included Jessica Simpson, Danica Patrick, Mario Lopez, Joey Lawrence, America Ferrera, Brooke Shields, Randy Jackson, Daisy Fuentes

Los Angeles Times print exclusive on CHLA

In Style online exclusive for party coverage

Access Hollywood backstage exclusive for party coverage

EXTRA exclusive for re-hearsal footage

Extensive print coverage in US Weekly, People and many other weekly publications.

944 November 2006

Client: Fox Searchlight Pictures

I/D is responsible for implementing and managing a yearly global publicity and marketing campaign for selected films with awards potential. Fox Searchlight collectively garnered 10 Academy-award nominations in 2006-2007 awards season for the films Little Miss Sunshine, The Last King of Scotland, Notes on a Scandal and Water.

Campaign Study: Little Miss Sunshine

Objectives:

Establish and maintain awards buzz throughout the season among consumer press, entertainment industry press, entertainment industry guilds, critics and pundits

Blanket the media landscape with Little Miss Sunshine messaging to drive box office and strategic Oscar positioning

Leverage the success of box office and DVD sales as support for additional media coverage Obtain a Best Picture nomination

Strategy:

Generate stunts to garner press outside traditional Oscar® coverage/round-ups such as creating specialty sashes for TV hosts to wear on air

Organize screenings in key areas with high population of Oscar® Voters

Establish a grassroots campaign among Little Miss Sunshine lovers to organically build the awards momentum

Create meaningful relationships with guilds and associations (SAG, AFTRA, WGA, PGA, HFPA, etc.)

RESULTS

Four Academy Award

Nominations including

winners in the

categories of:

Best Supporting ActorBest Original Screenplay

Worldwide media

coverage including

consumer,

entertainment and

business press

including:

Access Hollywood

E! Networks

Entertainment Tonight

Extra

Entertainment Weekly

Variety

The Hollywood Reporter

! ! ! ! ! ! ! !

Los Angeles Times February 21, 2007