ID Society, in collaboration with Diageo of North America, Inc. and Grey Worldwide, launches the premier interactive World of Tony Sinclair for TANQUERAY Gin.

NYC, August 29, 2005 — As a key part of its digital strategy, the Diageo marketing team for Tanqueray gin challenged ID Society to dramatically upgrade http://www.tanqueray.com, in an effort to contemporize and energize the brand, bringing its clever, sophisticated spokesperson Tony Sinclair to life.

The most innovative online aspect of "Tony’s World" is the interactive drink mixer which invites consumers to a virtual party where they can create, name and save their own Tanqueray drinks. Consumers can customize their bar "scene" by selecting a background and a pose for Tony. They can then create a library of drink recipes and send them to a friend.

Roberto Cruz, Senior Brand Manager for Tanqueray gin states that "ID Society delivered on the challenge, radically contemporizing the look and feel and building a digital "environment" that allows consumers to engage with Tony Sinclair though his bio, TV ads, and through a highly interactive cocktail experience."

Through the drink mixer, consumers select from a variety of ingredients and accessories. The hundreds of possible combinations posed an interesting challenge to ID Society’s Creative and Technology teams, who solved this through extensive use of data transfer between the Flash Player and the database.

"Creating an online experience allowing direct interaction with the re-energized Tanqueray brand was truly a collaborative effort." said Rahul Sabnis, ID Society Creative Director. "The Drink Mixer is an exciting new interface that introduces consumers to the expanding world of Tanqueray gin drinks."

The character and contemporary design of Tony Sinclair were created by Grey Worldwide, NYC for Diageo. Tony is the brand’s current print and TV spokesman — socialite extraordinaire, world traveler who, armed with a witty line and a cocktail shaker, is the master of the mix for Tanqueray gin.

The Tanqueray word and associated logos are trademarks.

For the second year running, AMC asked ID Society to design and develop an online web site to support their Upfront presentations. The site acts as an online media kit that gives potential advertisers a network overview, a selection of programming choices, marketing opportunities, related press, an extensive contact list for all five national offices and an entry point for the sales extranet.

Knowing the importance of utilizing this site as key sales tool, IDS worked quickly and consciously to refresh the online media kit with a new clean identity and a simplified structure and navigation scheme. Along with the uncluttered redesign, IDS developed a homepage Flash movie or vignette that drives viewers directly to upcoming featured stunts and premieres.