CDW Launches New ``Power of Confidence'' Brand Campaign; Advertiseme

CDW Launches New ``Power of Confidence'' Brand Campaign; Advertisements Highlight Sense of Urgency and Unique Responsiveness

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    Business Editors
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    VERNON HILLS, Ill.--(BUSINESS WIRE)--Feb. 16, 2005--

Editor's Note: Digital images of TV and print ads available upon request
    CDW Corporation (NASDAQ:CDWC) today launched a new integrated branding campaign highlighting its unique ability to respond to its customers' IT needs with a sense of urgency. JWT Technology, Atlanta, developed the campaign with CDW, a leading provider of technology products and services for business, government and education.
    The campaign, dubbed "Power of Confidence," includes advertisements in television, print and radio, as well as outdoor and online ads. The nationwide campaign reflects the concept that what customers want most is a seamless buying process and a company that responds to their individual needs with a sense of urgency.
    "This new campaign gives our audience a good idea of the unique sense of urgency and passion for customer service that CDW coworkers bring to their jobs every day, as well as the products and services we offer," said Diane Primo, chief marketing officer, CDW. "The 2005 campaign clearly expresses these ideas and conveys how CDW's responsiveness gives customers a sense of confidence that they can deal with whatever IT issue arises."
    The campaign evolves from CDW's "Empathy" campaign, which garnered BtoB Magazine's 2002 Best Integrated Campaign and a 2002 Gold EFFIE. The new campaign builds upon the dedication CDW has to its customers, and also highlights what makes the CDW experience unique.
    The television advertising uses humor to show an IT professional having some fun with his non-IT coworkers in responding to their requests for his help, because he knows that CDW will rapidly respond to his requests for product information or specific product orders. The ads include him seemingly reading the mind of a coworker to discern an IT request; "healing" a broken printer by communing with the device; acting as if he's feeling the pressure of a tight deadline for delivering options on improving the company's computer network; and pretending to quickly conjure up 90 laptops management requested.
    "Their unmatched selection of top technology brands draws customers to try CDW. But, it's their extensive product knowledge and exceptional responsiveness that bonds customers to CDW for life. There's no one else like them in the industry," said Ken Cohen, executive vice president, director of client services with JWT Technology, CDW's advertising agency of record. "We are again using humor to deliver an important message - customers should expect a better buying experience and only CDW has the desire and ability to provide them with just that."
    The new broadcast ads premier February 16 on CNN, and will air the following week on cable networks such as ESPN, Sci-Fi Channel and Comedy Central. Print ads, which demonstrate the beneficial effects of the "Power of Confidence" to IT professionals, will run in major business and IT publications such as The Wall Street Journal, Fortune, PC Magazine and PC World. Online efforts include banner ads on the CDW Website and Web sites of publications such as those previously listed, as well as opt-in emails and e-newsletters.

    About CDW

    CDW(R) (NASDAQ: CDWC), ranked No. 376 on the FORTUNE 500, is a leading provider of technology solutions for business, government and education. CDW is a principal source of technology products and services including top name brands such as APC, Apple, Cisco, HP, IBM, Microsoft, Sony, Symantec, Toshiba and ViewSonic.
    CDW was founded in 1984 and today employs approximately 3,800 coworkers. In 2004, the company generated net sales of approximately $5.7 billion. CDW's direct model offers one-on-one relationships with knowledgeable account managers; purchasing by telephone, fax, the company's award-winning CDW.com Web site, customized CDW@work(tm) extranets, CDWG.com Web site and macwarehouse.com Web site; custom configured solutions and same day shipping; and pre- and post-sales technical support, with more than 120 factory-trained and A+ certified technicians on staff.
    Additional information can be found by visiting CDW.com.

    About JWT

    JWT Technology is the technology-focused brand marketing practice of J. Walter Thompson, the largest U.S. agency network. Combining deep category knowledge, intense customer insight and breakthrough creativity, the agency creates strategic, results-driven advertising and marketing communications for technology companies seeking a competitive edge. The agency services a variety of clients across the U.S. and internationally in a broad range of industries including software, hardware, Internet, telecommunications, microelectronics and consumer technology products and services. For more information, visit www.jwttech.com.

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CONTACT: CDW Clark Walter, 847-968-0728 cwalter@cdw.com or Burson-Marsteller Kevin Kutz, 312-596-3451 kevin_kutz@chi.bm.com

KEYWORD: ILLINOIS GEORGIA INDUSTRY KEYWORD: ADVERTISING/MARKETING PHOTO PHOTOWIRE SOURCE: CDW PHOTO: 39731

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