NetFlix Sets Course For Expansion With Signing Of Goodby, Silverstein & Partners

A clear indicator of the company's aggressive growth plan, NetFlix, the personalized movie-finding destination (http://www.netflix.com), announced it has hired Goodby, Silverstein & Partners (GS&P) as its advertising agency of record. San Francisco, California-based GS&P, recently named West Coast Agency Of The Year by Adweek, has been charged with developing the company's new brand strategy that will be communicated to consumers through a multi-market advertising campaign to help build consumer awareness of the NetFlix brand. ""NetFlix continues to increase the products and services it provides to consumers and our branding must reflect this,"" said NetFlix CEO Reed Hastings. ""Goodby, Silverstein & Partners is one of the most creative and strategic brand-building agencies in the country - if not the world. We feel that they are the perfect match for the company's personality and best equipped to take NetFlix to the next level."" NetFlix, which launched in April 1998 as an online DVD rental store, has evolved into a personalized movie-finding destination with the debut of its successful unlimited rental service, and CineMatch which offers visitors personalized movie recommendations tailored to their individual taste. NetFlix plans to extend its offerings beyond DVD rentals as part of the company's overall growth plan. GS&P will integrate the company's expanded service capabilities into NetFlix's brand strategy and advertising campaign to position NetFlix as a highly personalized movie destination.About Goodby, Silverstein & PartnersFounded in 1983 by Jeff Goodby, Co-Chairman/Co-Creative Director, and Rich Silverstein, Co-Chairman/Co-Creative Director, GS&P is a full service advertising agency located in San Francisco, California. With more than 300 employees, annual billings for 1999 totaled $617,000,000. Recently named West Coast Advertising Agency of the Year by Adweek for the sixth time in nine years, GS&P has won countless creative awards over the years, including numerous Gold Effies, American Marketing Association's award for advertising effectiveness. Boasting an impressive client roster such as Isuzu, Pepsi International and epinions, GS&P's current campaign highlights include Budweiser ""Lizards,"" Milk Advisory Board's ""Got Milk?,"" and Hewlett Packard ""Invent"" spots with Carly Fiorina, and three Super Bowl spots on behalf of E*TRADE.About NetFlixNetFlix is a personalized movie-finding destination where people go to find the movies they would enjoy most. Unique to NetFlix is Cinematch - a technology which compares an individual's movie tastes with those of other like-minded NetFlix visitors and makes highly personalized recommendations. NetFlix currently specializes in DVD movies and offers a revolutionary Unlimited Movie Rental program for $19.95 per month. NetFlix has raised over $50 million in venture capital, ships over 100,000 movies per week, and has partnerships with the leading DVD player manufacturers including Sony, Toshiba, Panasonic, RCA/Thomson, and others.Source: NetFlix