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Avaya Launches New Web Site and Advertising Campaign with "Communications at the Heart of Business"


Avaya announced the launch of a new integrated advertising, direct response and interactive campaign.

Avaya Inc. (NYSE:AV), a leading global provider of businesscommunications software, systems and services, today announced thelaunch of a new integrated advertising, direct response andinteractive campaign. Through the theme, "Communications at theHeart of Business," the campaign drives home Avaya's differentiatedposition in the marketplace as the global leader in InternetProtocol Telephony, Contact Centers, Mobility and Services.

Beginning today, advertising, interactive, and direct responsematerials focus on a wide-range of benefits gained by customers whohave embedded Avaya's communications solutions in the "heart" oftheir businesses. The ads will demonstrate how, by embeddingAvaya's communications solutions, customers are making people moreproductive, processes more intelligent and customers moresatisfied. The cosmopolitan style echoes the message that Avaya isat the heart of millions of successful businesses — largeto small — worldwide.

An omnibus print ad appearing in major U.S., U.K., and Australian business media this week directs visitors to the redesigned page.

New print ads will be unveiled in the coming weeks that will show how Avaya's communications solutions are improving customer intimacy and improving overall business results. New television advertising will appear in early 2005.

"This campaign says Avaya understands that customers are buying bottom-line business value when they make a communications technology decision," said Lou D'Ambrosio, senior vice presient, Global Sales and Marketing, Avaya. "The best evidence we have is in the actual experiences of our customers, and we've put them front and center."

Visitors clicking on the homepage graphic are taken to ananimated landing page that scrolls across the display screen as thecursor moves to the right or left. Graphical elements that pop casestudy synopses of customers like Pebble Beach or Victoria's Secret.Visitors can also experience a demo of an Avaya IP Softphone,request a Voice over Internet Protocol (VoIP) network assessment oraccess an IDC whitepaper on communications convergence.

McCann Erickson is Avaya's global advertising agency of recordand is responsible for Avaya's overall brand and creative strategy.R/GA is Avaya's interactive agency of record, overseeing strategy,execution of Web sites and online marketing programs.

About Avaya
Avaya Inc. designs, builds and manages communications networks formore than one million businesses worldwide, including over 90percent of the FORTUNE 500®. Focused on businesses largeto small, Avaya is a world leader in secure and reliable InternetProtocol telephony systems and communications software applicationsand services.

Driving the convergence of voice and data communications withbusiness applications — and distinguished bycomprehensive worldwide services — Avaya helps customersleverage existing and new networks to achieve superior businessresults. For more information visit the Avaya Web site:

About McCann Erickson NY and MRM Partners
McCann Erickson in New York is the flagship and single largestagency of McCann Erickson Worldwide, the world's most extensiveinternational advertising agency network with operations in over130 countries. MRM Partners is a leading worldwide agency networkspecializing in relationship marketing, interactive marketing,database analytics and management, and branded content. MRMPartners has 62 offices in 37 countries. Both McCann Erickson andMRM Partners are units of McCann Worldgroup, part of theInterpublic Group of Companies [NYSE: IPG].

R/GA ( is the NewYork-based interactive advertising agency that serves as the leaddigital partner for Fortune 500 companies and world-class brands.R/GA focuses on creating optimized, user-centric experiences thatsell products, engage customers and build brands across channels,from the Web to broadband/enhanced television and wirelessdevices.

Founded in 1977, R/GA is the world's most award-winninginteractive agency and has received the top creative awards forfilm, broadcast and interactive. R/GA is part of The InterpublicGroup (NYSE:IPG), one of the world's largest advertising andmarketing services organizations.

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