Focusing on Achieving Greater 'Share of Life' Through Interactive Ad Creatives Seoul, May 31, 2007 : Nack-Hoi Kim, CEO and President of Cheil Communications Inc., ill deliver a presentation on the changing roles of advertising agencies in the 'Ad 2.0 era' during the Seoul Digital Forum this afternoon. Mr. Kim will discuss the strategic responses needed cope with technological advancements that threaten the traditional media, such as digital video recorders that allow users to automatically skip television ads, and the increasing importance of interactive media. 'In the Ad 2.0 era, the relationship between ad agency, media and consumer will become more fully interactive,' Mr. Kim said. 'Consumers will choose the media and ads that they like, and also proactively participate in producing ad content. As a result, ad agencies will need to increasingly develop ad creatives that match new media characteristics.' He said that instead of trying to simply increase advertising's 'share of voice' across a limited number of media channels, ad agencies should be focusing on increasing their 'share of life,' by engaging consumers from the time they wake up until the time they go to bed. 'Cheil Communications is seeking to position itself at the forefront of the Ad 2.0 Era by developing new analysis models, increasing media creative campaign ratios, and putting more emphasis on interactive media creative research, development and training,' he said. The Seoul Digital Forum, an annual event hosted by Seoul Broadcasting System, runs from May 29 to 31 at the Sheraton Grande Walkerhill in Seoul. This year's speakers include Eric Schmidt, Google CEO President, and Tom Curley, CEO President of the Associated Press. For more information about the SDF, please visit http://sdf.sbs.co.kr/en/index.sdf.