TM Advertising has launched a national branding campaign for Idearc Media LLC, official publisher of the Verizon® Yellow Pages and provider of Superpages.com®. The new “Spotting the Good Guys” campaign created by TM Advertising, Idearc’s new advertising agency of record following a recent strategic, creative and media review, supports the industry’s first-of-its-kind service guarantee (Idearc Media’s SuperGuarantee SM Program) and presents Idearc Media as the time-saving alternative to other local search options. Yellow capes and branded gold shields, which make it easy for consumers to spot the “Good Guys,” are front and center in the campaign. The campaign consists of TV, radio, online, business-to-business and out-of-home. TV breaks on broadcast cable, network and key local media. Online ads will run on AOL, Hulu, MySpace and Yahoo! among other high-traffic sites. The campaign runs through the end of the year.

“Today’s announcement positions us as a true catalyst for commerce because we are positively impacting consumers and small-to-medium sized businesses across the country,” said Scott W. Klein, chief executive officer of Idearc Inc. “We are declaring war on the recession as we make it easier for consumers to spot the good guys and as we help our clients put the good back in front of service.”

Campaign creative features heroic service providers wearing yellow capes with a SuperGuarantee shield. The yellow capes serve as a visual metaphor for a hero who modestly goes about his or her day doing consistent, great jobs. Five spots were produced and are available online at http://www.superpages.com/superguarantee.

“Idearc’s new SuperGuarantee Program is brave, smart, and unlike anything else in the local search category,” said Bill Oakley, group creative director of TM Advertising. “For the marketing, we wanted to create something just as brave, smart, and demonstrate how easy it is for consumers to identify the ‘good’ guys over the ‘other’ guys. Given the ‘Super’ name, we figured, ‘what the heck’…Let’s put these guaranteed ‘hero’ businesses in yellow capes. It’s the kind of campaign that took a brave client to buy, needing a deft execution.”

The SuperGuarantee Program, which is free to consumers, rolled out in mid-February and has more than 3,000 national services guaranteed. Consumers simply select a participating SuperGuarantee client and register the service in advance through Superpages.com. In the event there is a problem with the service provided, Idearc Media will work with the consumer and the client to resolve the issue or reimburse the consumer up to $500.00 of labor services. For more information on participating businesses and the SuperGuarantee Program, visit www.superguarantee.com.

About Idearc Media LLC
Idearc Media LLC, a subsidiary of Idearc Inc., delivers products on multiple platforms to help consumers find the information they want, wherever they are. Idearc’s multiplatform of advertising solutions includes Superpages.com®, Superpages MobileSM, Superpages Mobile SM for BlackBerry®, Switchboard.com, LocalSearch.comSM, Verizon® Yellow Pages, Verizon® White Pages, smaller-sized portable Verizon® Yellow Pages Companion Directories, FairPoint® Yellow Pages, FairPoint® White Pages, FairPoint® Yellow Pages Companion Directories, and Solutions on the Move™ and Solutions Direct™ direct mail packages. For more information, visit www.idearc.com.

About TM Advertising
TM Advertising, headquartered in Dallas, with offices in Austin and Seattle, is an independently managed subsidiary of Interpublic Group (NYSE: IPG), one of the world’s largest marketing communications companies. Agency clients include the brands of American Airlines, Bell Helicopter, Discover Network, EDS, Group Health, Idearc Media LLC, Nationwide Insurance, Redhook Ale Brewery and Texas Tourism. For more information, please visit www.tm.com.

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