Please direct your media and public relations inquiries to: mediarelations@cdw.com 800-800-4CDW CDW Computer Centers Unveils New Marketing Strategy CDW commits $85 million to overall marketing/branding activities through 1999– announces brand–advertising campaign, hires new agency of record and creates internal public relations department and strategic alliances group VERNON HILLS, IL–July 8, 1998—CDW Computer Centers, Inc. (NASDAQ: CDWC), one of the country's largest and fastest growing direct marketers of brand name computer products, announced today that it will launch a multi–faceted branding campaign and is redefining the company's overall marketing, advertising and public relations strategies, supported by an $85 million commitment through 1999. After an exhaustive national search of more than 25 advertising agencies, CDW just completed phase one of its new marketing initiatives by signing Atlanta–based Donino, White & Partners, one of the leading technology branding agencies in the country, as the company's agency of record to develop the brand advertising campaign. "Until now, CDW's advertising and marketing efforts have primarily focused on our products through direct response activities and industry publications targeted to computer enthusiasts," said CDW's Vice President of Marketing Joe Kremer. "Through the new branding campaign, as well as marketing and public relations initiatives, we will focus on what makes CDW the supplier of choice–our business model and unique aspects of the CDW culture." "For years CDW has been significantly outpacing industry growth," said Kremer. "While there is no question that our product offerings and delivery systems are superior— it is our culture and philosophies, the people behind the CDW name— that truly make the difference. This new branding campaign will show our existing and potential customers, and the public at large, what makes CDW different." In addition to the brand-advertising component, the new branding initiative will be integrated into all marketing and communications vehicles, to every point of customer contact. "We are very excited about working with CDW," said Frank Donino, president of Donino, White & Partners. "The opportunity to differentiate CDW and show their competitive strengths in such a rapidly changing market is a great one. We feel that by combining our experience in building technology brands, with CDW's unique strategy and culture, we have all the tools we need to answer that challenge with great success." In addition to hiring external talent, CDW has reorganized its internal marketing structure and is in the midst of launching two new functions: public relations and strategic alliances. The company, who up to this point has relied on the expertise of outside public relations agencies, has hired Ann Fahey–Widman, APR as their public relations manager to launch and develop an internal public relations department. Fahey–Widman will focus on creating a comprehensive internal communications program and will manage the public relations initiatives in conjunction with the branding campaign. Bob Kirby, formerly sales manager with IBM's Chicago-based marketing team, has joined CDW as director of strategic alliances. With more than nine years experience in technology marketing, Kirby, an MBA graduate of Northwestern University's Kellogg Graduate School of Management, brings a wealth of knowledge and expertise from a direct sales and channel marketing perspective. In his role, Kirby will be responsible for creating top of mind awareness of the CDW brand, thus making CDW the supplier of choice among key vendors, distributors and customers. About CDW.com With more than 40,000 unique visitors and more than 400,000 hits daily on its award-winning web site - www.cdw.com - CDW brings online commerce to new heights with automated pricing and availability alerts, online shopping lists, sophisticated search capabilities, and innovative promotions and product giveaways. Nearly 27,000 computer products - with detailed specifications for over 7,000 - are available to search and order online, making the company's web site and integral component of the company's business. For more information About CDW, please call 800-671-4239. Additional information can be found by visiting CDW.com.