Please direct your media and public relations inquiries to: mediarelations@cdw.com 800-800-4CDW CDW Computer Centers, Inc. Launches First Corporate Branding Campaign Direct solutions provider reinforces commitment to customers through concentrated branding efforts VERNON HILLS, Ill. - October 5, 1998 -- CDW Computer Centers, Inc. (NASDAQ: CDWC), a Fortune 1000 company and the leading direct marketer of brand name computer products, today unveiled a new corporate branding campaign and logo to reflect the company's evolution, and position CDW as the country's only direct solutions provider. The multi-faceted, comprehensive campaign includes national print and television advertisements, internal and external public relations efforts, Web site redesign and content enhancements, coworker awareness programs and vendor education activities. This campaign marks the first time in CDW's 14-year history that the company has proactively communicated its strengths, including its unique philosophies and direct business model. Previously, CDW's marketing strategy focused almost exclusively on its broad product selection and competitive prices. "This campaign communicates CDW's evolution and brands the way we do business. We started out as a mail-order company fourteen years ago but have evolved over the years, responding to our customers' changing needs and the changing face of the industry." said CDW CEO Michael Krasny. "We have continued to evolve and refine our unique direct business model to better understand and provide the solutions, support, service, and competitive prices businesses need to grow. As our evolution comes full circle, CDW is now in a class by itself as the country's leading direct solutions provider." The campaign, supported by the company's new tagline, "Computing Solutions Built For Businessä," highlights CDW's pioneering business model. Through this unique direct model, CDW provides its customers with a one-stop resource, personalized expertise and service excellence. The television and print advertising images, created by Atlanta, Ga.-based marketing communications firm Donino, White & Partners, reinforces CDW's capabilities by highlighting various scenarios customers encounter in their search for a complete computing solution. The messages reinforce that CDW is the provider of choice, offering personalized service and solutions to make customers' jobs easier. "In creating this campaign, we wanted to strike a balance between using symbolism and humor, while still portraying real-life situations customers can relate to," said Frank Donino, president and CEO of Donino, White & Partners. "CDW has a unique approach to forming and maintaining customer relationships and the essence of that strength is reflected in these advertising images." In conjunction with the advertising efforts, CDW's newly-created logo will be prominently displayed on all marketing and communications materials, including the Web site, coworker communications and marketing and collateral material. Based on the company's Circle of Service philosophy that states "everything we do revolves around the customer," the logo conveys the personality and spirit of CDW. "Our new logo represents a culmination of everything CDW and our coworkers stand for," said Krasny. "It personifies and expresses CDW's forward-looking, contemporary, energetic style and leaves a very dynamic impression." The industry-targeted advertisements will begin appearing in early October in leading business and computing publications such as Forbes, Fast Company, Inc., InfoWorld, PC Magazine and PC World. Television commercials will air on major cable and news networks. "This new branding campaign showcases our leading position as a direct solutions provider and portrays the key to CDW's continuing success: our commitment to people," said Joe Kremer, CDW's vice president of marketing. "Until now, CDW has been one of the best kept secrets in the industry." Enhancements to the company's award-winning Web site, www.cdw.com, will be introduced simultaneously with advertising and other communications components. New content buttons, such as "Inside CDW" and "CDW Press Pass," prominently display information about the company's history and heritage. CDW is also encouraging visitors to check out the company's new logo and branding campaign on the site today with a grand prize sweepstakes promotion. Visitors who log on to the site today through October 18 can enter to win the drawing for a Compaq Armada 1700 notebook computer provided courtesy of Compaq Computer Corporation. This special Web promotion, which included special banners and buttons that counted down to today's launch, is part of CDW's signature "Everyday Giveaway," where visitors to CDW's Web site register to win valuable prizes each day. About CDW CDW Computer Centers, Inc. (NASDAQ: CDWC), a Fortune 1000 company, is the country's leading direct solutions provider, offering complete customized computing solutions for business and consumers nationwide. With competitive prices on a selection of more than 80,000 brand name computer products, CDW is the No. 1 authorized direct source of Compaq, IBM, Microsoft, Toshiba, Computer Associates and other top name brands. Founded in 1984 as a one-man, home-based business, CDW today employs more than 1,400 coworkers whose efforts generated net sales of $1.4 billion for the trailing twelve months ended June 30, 1998. CDW's pioneering direct model offers personalized service through one-on-one relationships with highly-trained, knowledgeable account managers; telephone and online purchasing; custom configurations; next day shipping; and lifetime phone and online technical support, with close to 60 factory-trained and A+ certified technicians on staff. More information About CDW is available on the company's award-winning e-commerce Web site at www.cdw.com or by calling 800-671-4239.