Refinery Acquires Leading Search Engine Marketing Firm directMASS - Deal Signals Emerging Industry Consolidation Trend

May 12, 2005 -- Refinery, a top-25 interactive agency, today announced it has acquired Philadelphia-area search engine marketing company, directMASS. The acquisition expands Refinery’s already strong search practice by adding a team of seasoned search marketing experts who have produced results for many Fortune 500 companies.

“Interactive is a holistic approach to marketing, and stand-alone SEM firms are an endangered species,” said Andrew Sullivan, Refinery CEO. “It’s no longer feasible to develop an interactive marketing strategy or website without taking into consideration how it will reach its target audiences through search sites. It’s quality that counts and that is why this deal is a win-win situation for directMASS, for Refinery and for our collective clients.”

The acquisition adds depth and breadth to Refinery’s search marketing strategy and services capabilities. The directMASS team brings additional resources and expertise working with several Fortune 500 companies in industries including, pharmaceutical, consumer goods, travel and financial services. The expanded search practice will enable Refinery to maximize each client’s interactive budget by developing, executing and maintaining strategic search campaigns that include search optimization, paid placement, paid inclusion and customized campaign analytics.

“Working with Refinery over the last several months on various projects, we’ve seen first-hand the quality of their work and the talent on the team.” said Gerry McGoldrick, directMASS President. “We’re excited to be a part of one of the fastest growing interactive agencies in the country. We look forward to building on Refinery’s strong search practice and helping to grow the business moving forward.”

Refinery, a top 25 US interactive agency in suburban Philadelphia, works to transform clients’ business objectives into powerful interactive solutions. Utilizing strategy and creativity, Refinery creates fresh, functional solutions that propel the clients’ target audience to take action. Beginning with audience insights and precision analytics, followed by compelling creative, robust technology, and flawless execution, Refinery delivers interactive solutions that produce results you can see. Clients include Campbell Soup Company, Comcast, Commerce Bank, GlaxoSmithKline, Merrill Lynch, Motorola, Rohm & Haas, Sony, Urban Outfitters, and Wyeth. Visit www.refinery.com for information on our practice areas, audience expertise, or for career opportunities.

directMASS is a search engine marketing company committed to maximizing each client’s interactive budget by developing, executing and maintaining strategic search campaigns. directMASS was founded in 2003 by interactive industry professionals who have continually seen the internet best utilized as a direct marketing medium. directMASS combines its solid experience in traditional and interactive marketing with in-depth SEM knowledge and forward thinking to deliver solutions that are both strategic and measurable.