FOR IMMEDIATE RELEASE

Date December 3, 2010

Location Chicago

DDB Life Style Study® Uncovers Distinct Advantage for

Customer Service Savvy Companies

Despite America’s New Frugality, Study Reveals Consumer Focus on Value Over
Price and Growing Interest in “Experience”

Chicago, Illinois, December 3, 2010 -- The DDB Life Style Study®, the nation’s
largest and longest-running annual consumer survey, reveals that while most
consumers today are budget conscious, they are also focused on value more than
on price, ultimately asking themselves, “What’s in it for me?”

Even as the economic downturn has undeniably created widespread frugality

among Americans, the new study uncovers pockets of opportunity for marketers as
they enter the holiday shopping season. While 54% of Americans claim not to buy
anything unless it’s the best deal they can get, a majority of people are still willing to
pay higher prices if they feel they are receiving added value. For instance:

- 54% of people surveyed say they are willing to pay higher prices at
places that offer better customer service

- 60% are always more concerned about the quality of a product than
the price

Furthermore, a substantial portion of the population continues to value time over

money; 41% always choose products that save time and hassles, even if they cost
more.

“What we’re seeing is that people are increasingly valuing their purchases based on
convenience, happiness, good works and even memories,” said James Lou, Chief
Strategy Officer, DDB U.S. ”This is especially significant for retailers and marketers
as the masses head out to begin their holiday shopping. We’ve always known that
customer service is important, for instance, but clearly marketers can no longer
afford not to make it a priority.”

200 East Randolph Chicago IL 60601 T 312 552 6000 F 312 552 2370 info@chi.ddb.com www.ddb.com
The study also reveals opportunities for retailers and marketers that have not
traditionally been top-of-mind when it comes to holiday shopping. Sixty-nine percent
of consumers say they consciously make an effort to support local merchants, and
nearly 50% of adults said they would prefer an experiential gift (i.e., tickets to a
movie, concert or other event) to a material item.

“Interestingly, this potentially opens the holiday shopping season to certain niche
and service-oriented businesses that have traditionally been less active this time of
year,” added Lou.

There may also be good news for the luxury sector this season as 47% of
respondents claim that they try to save on everyday items so that they can buy
more expensive things they want.

About DDB
DDB Worldwide Communications Group Inc (www.ddb.com) ranks among the top five
consolidated advertising and marketing services global networks, according to Advertising
Age. Consistently one of the most awarded networks globally for creative excellence, DDB
was Campaign’s 2009 Global Network of the Year, the 2010 Spikes Asia Network of the
Year, and captured both the Cyber Grand Prix and Film Craft Grand Prix at the 2010
International Advertising Festival in Cannes. With more than 200 offices in over 90
countries, the DDB Group helps grow the value and influence of leading brands around the
world. We believe that creativity is the most powerful force in business, allowing us to
develop the ideas that people want to play with, participate in and pass along. We call this
Social Creativity. DDB Worldwide is part of Omnicom Group Inc. (OMC).

Contact:
Mia Sissac
Office: 312-552-6439
Cell: 312-618-0946

Alexandra Delanghe
212-415-2855

437 Madison Avenue New York NY 10022 T 212 415 2000 F 212 415 3414 info@ny.ddb.com www.ddb.com
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