NEW YORK--(BUSINESS WIRE)--March 25, 2004--Direct Impulse Lifestyle Marketing (DI), a boutique marketing company, announced today that it would be combining its operations with AMP, the promotional marketing business of Alloy, Inc. (NASDAQ:ALOY), to form a high impact lifestyle marketing unit to be called AMPdi. Tony Fair, Kenny "Mac" McAlister and Bobby Jones, co-Founders of Direct Impulse, have all joined AMPdi as Directors of Strategic Solutions, Lifestyle Experts.

AMPdi will offer full service promotional capabilities, lifestyle, urban and multicultural marketing expertise and scope enhancement of AMP's marketing services within this award winning promotional agency. Direct Impulse was a boutique marketing company specializing in communicating to youth market and multicultural consumers through strategic events. The company also created weekly events that have become nightlife staples in cities such as New York, Wash, D.C. and Miami. Clients included VIBE, MTV, Akademiks, Diesel, Uniworld, and Nike. AMP Agency has received industry wide recognition for its achievements and was named the #6 top ranking promotional agency in the country in PROMO Magazine's 2003 PROMO 100 list. AMP's parent company, Alloy, Inc. was ranked among 25 companies in Ad Age's 2003 World's Top 25 Ad Organizations list and #13 in its Top Integrated Agencies list. Both companies work with a wide range of clients that include Procter & Gamble, Johnson & Johnson, Hasbro, Paramount Pictures, L'Oreal, and Universal Music Group among others.

With the formation of AMPdi, AMP now expands its range of services to Fortune 500 companies as well as boutique brands by providing strategic marketing solutions which include full service promotion, branding and creative lifestyle campaigns. AMPdi will specialize in merging traditional marketing tactics with non-traditional lifestyle events for general market, multi-cultural and urban-targeted programs that appeal to trend setting communities.

AMPdi's premier program kicks off with the official album launch event for BMG recording artist, Usher. AMPdi was enlisted for consulting and event marketing services for activities surrounding the release of the artists' upcoming album, "Confessions" and the success of the current #1 single, "Yeah".

"We are extremely pleased that Tony, Kenny and Bobby have chosen to bring their services under our umbrella. Through our combined resources, we now provide expertise and capabilities that no other marketing agency in the country can offer under one roof," said Tru Pettigrew, Senior Vice President of AMPdi. Adding, "We are excited by the opportunities ahead of us."

We are thrilled that a company as significant as Alloy recognized the powerful niche of lifestyle marketing," said Kenny "Mac" McAlister, Director of Strategic Solutions, Lifestyle Expert at AMPdi. "Joining the Alloy family allows us to offer corporate America our boutique expertise of creating hip, lifestyle brands with the resources of a large agency."

Direct Impulse was founded by the three young men in 1990 when they were only fifteen years old. What started as a project to throw hip parties for friends evolved ten years later into a unique lifestyle marketing tactic for household consumer brands. The founders of Direct Impulse Lifestyle Marketing join Tru Pettigrew who began his career in rap music, performing as half of the duo, "The B.A. Team". Tru's relationship with Converse as a rap artist eventually led to him working as an Account Planner on the Converse account at their ad agency, Houston Herstek Favat (now part of Arnold Communications), before joining the AMP organization.

ABOUT AMP

Alloy Marketing & Promotions (AMP), is the promotional marketing business of Alloy, Inc. (Nasdaq:ALOY). As part of Alloy's Media & Marketing Division, AMP integrates the assets and experience of established promotion agencies and marketing services companies including MarketSource Corporation, Triple Dot Communications and Target Marketing & Promotions (TMP) to deliver effective, customized promotions. AMP's proprietary four-step Brand AMPlification process identifies a brand's essence and leverages key identifiers through a host of proven, high-impact tactics such as mobile marketing, buzz squads, integrated media promotions, co-branding, sampling, events, research, interactive design, and customer acquisition. Headquartered in Boston with offices in New York, Chicago, New Jersey, and Los Angeles, AMP clients include Diageo, Hasbro, Verizon Wireless, New Balance and Procter & Gamble, among others. For more information on AMP, an Alloy Inc. company, please visit www.ampagency.com. For more information on Alloy, Inc., please visit www.alloyinc.com.

CONTACT: 5WPR Katy Saeger or Tracy Nguyen, 212-999-5585 or Alloy, Inc. Jodi Smith, 212-329-8359 SOURCE: Alloy, Inc.