FOR IMMEDIATE RELEASE

Date March 25, 2011

Location New York, NY

The Shelter Pet Project Teams Up With DDB New York to Launch One-Day
“Adopt Your Doggie Double” Campaign with Yahoo!

Leveraging the Theory that Pets Look Like their Owners, Pro Bono Campaign Helps
Users Find their “Doggie Double”

New York, March 25, 2011 – DDB New York is launching a one-day digital ad campaign
to promote pet adoptions on behalf of The Shelter Pet Project, a joint venture between
The Humane Society of the United States, Maddie’s Fund and the Ad Council. The
“Adopt Your Doggie Double” campaign was the winner of the second annual Create for a
Cause contest recognizing the best in digital advertising for public service campaigns.
Sponsored by the Ad Council and Yahoo!, the contest rewards the winning campaign with
24 hours of donated media space on the highly trafficked Yahoo! log-in page. DDB’s
“Adopt Your Doggie Double” will be live at https://login.yahoo.com for 24 hours on
Saturday, March 26, starting at 12 AM EST.

The “Adopt Your Doggie Double” campaign ignites user interest in adopting a dog at a
local shelter by pairing the user with a pet that closely resembles him. Using facial
recognition technology to analyze a user’s webcam photo and compare his features to
those of various breeds, the engaging online campaign matches the user with his “doggie
double,” and then routes him to a PetFinder.com-powered engine to locate similar dogs
available for adoption in the area.

“As a dog owner, it breaks my heart to know how many great pets available for adoption
never find a loving home,” said Matt Eastwood, Chief Creative Officer of DDB New York.
“This is a correctable crisis, and we wanted to help The Shelter Pet Project initiate the
adoption process in a fun, engaging way. People always say that dogs look like their

437 Madison Avenue, New York, NY 10022 Tel (212) 415-3600 Fax (212) 415-3530
owners, so we thought we’d use that idea to find people their perfect pet. Ultimately, who
doesn’t want to see the kind of dog they’d be matched with?”

“The ‘Adopt Your Doggie Double’ campaign exemplifies the excellence in digital
advertising on behalf of nonprofit organizations and causes today,” said Mollie Spilman,
SVP, Global B2B Marketing at Yahoo! “We are proud to be championing this innovative
campaign on our log-in page.”

In addition to being showcased on the Yahoo! log-in page on March 26, the creative for
the campaign will be viewable at www.showcasedwork.com/doggiedouble/. More
information about The Shelter Pet Project can be found at the Shelter Pet Project website,
www.theshelterpetproject.org.

The Yahoo! log-in page ad unit, which first launched in June 2010, provides advertisers
with an entire online page for highly creative campaigns that engage audiences on an
emotional level. It is the entry to many of Yahoo!’s most popular services and one of the
most highly trafficked advertising properties on the Web, visited by nearly one in ten
Americans every day and one in three Americans every month. Among the advertisers
that have used the Yahoo! log-in page for campaigns are leading brands such as
Chevrolet, CBS and Macy’s.

About Yahoo!
Yahoo! (NASDAQ:YHOO) is the premier digital media company, creating deeply personal digital
experiences that keep more than half a billion people connected to what matters most to them,
across devices and around the globe. And Yahoo!’s unique combination of Science + Art + Scale
connects advertisers to the consumers who build their businesses. Yahoo! is headquartered in
Sunnyvale, California. For more information, visit the pressroom (pressroom.yahoo.com) or the
company’s blog, Yodel Anecdotal (yodel.yahoo.com).

Yahoo! is the trademark and/or registered trademark of Yahoo! Inc.

All other names are trademarks and/or registered trademarks of their respective owners.

The Advertising Council

The Ad Council (www.adcouncil.org) is a private, nonprofit organization that marshals talent from
the advertising and communications industries, the facilities of the media and the resources of the
business and nonprofit communities to produce, distribute and promote public service campaigns
on behalf of nonprofit organizations and government agencies. The Ad Council addresses issue
areas such as improving the quality of life for children, preventive health, education, community
well-being, environmental preservation and strengthening families.
About DDB
DDB Worldwide Communications Group Inc (www.ddb.com) ranks among the top five consolidated
advertising and marketing services global networks, according to Advertising Age. Consistently one
of the most awarded networks globally for creative excellence, DDB was Campaign’s 2009 Global
Network of the Year, the 2010 Spikes Asia Network of the Year, 2010 Eurobest Network of the
Year, 2010 Campaign Asia Pacific Creative Network of the Year and captured both the Cyber
Grand Prix and Film Craft Grand Prix at the 2010 International Advertising Festival in Cannes. With
more than 200 offices in over 90 countries, the DDB Group helps grow the value and influence of
leading brands around the world. DDB Worldwide is part of Omnicom Group Inc. (OMC).

Contact:
Alexandra Delanghe
212-415-2855

Pat Sloan
212-415-2109