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While DotComs Slim Down, McKee Wallwork Henderson Fattens One Up

FatCow.com Ad Campaign Expands Web Host's Customer Base

Albuquerque - In the midst of an economic slump and a highly competitive industry, web hosting companies everywhere are finding it difficult to bring in new customers. Not so for FatCow.com. The web hosting firm and comprehensive e-business solution provider recently launched the company's first phase of national advertising and has been successful at grabbing new customers with "moo" worthy humor and "udderly" low prices.

Created by McKee Wallwork Henderson, one of the region's fastest growing agencies, the campaign kicked off early this year with print placements in thirteen national publications including Inc Magazine, Wired, PC Magazine, Mac Addict and PC World. The advertisements feature the company's illustrated "FatCow" character in several conversational scenarios with tag lines like, "It's bad enough they call me 'fat', but I really resent 'cheap.'"

"We really didn't want to look like the other guys who run advertising with 'just the facts' and have no noticeable personality dimension. We had to differentiate because all the other web hosting companies look and feel the same…you could just swap out the logos on their ads," said Chris Moore, Account Supervisor for McKee Wallwork Henderson. "The company's name and culture make differentiation easy: FatCow is more than inexpensive hosting and reliable service, they make getting a website fun."

While e-commerce companies bore the brunt of the shutdowns of 2000, professional web hosting firms got hit hardest last year. "Since the launch of this campaign we've seen gains of 7% monthly," said Anna Brown, FatCow's marketing director. "We're very excited about the marketing possibilities this campaign opens up for us. FatCow's getting fatter and we're loving it!"

ABOUT FATCOW
FatCow, one of the fastest growing hosting companies in the United States, is a provider of shared web hosting and domain name solutions to small and medium-sized businesses. FatCow offers a comprehensive suite of hosting plans including domain name parking, e-commerce hosting and its popular $99 a year plan.

FatCow is headquartered in Albuquerque New Mexico and currently hosts over 17,000 domains for customers in 90+ countries. For more information visit the company's website at www.fatcow.com.

About McKee/Wallwork/Henderson
McKee Wallwork Henderson is an award-winning advertising agency specializing in serving companies that need to grow fast. Whether it's raising awareness, launching a new product, seizing market share or securing investment capital, the agency understands the unique marketing challenges growth companies face. The agency has grown to more than 16 million dollars in billings since July 1997 and has offices in Kansas City and Albuquerque.
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