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BMW MOTORRAD USA NAMES THE CONCEPT FARM "CREAM OF THE CROP"

Woodcliff Lake, NJ - May 16, 2006... BMW Motorrad USA has selected The Concept Farm, LLC, a leading multiplatform marketing communications agency in New York City, as its advertising agency of record. The announcement culminates a two-month process that included an evaluation of more than 46 agencies of varying sizes within the United States and Europe. BMW Motorrad marketing managers opted for an agency within the New York City area to minimize travel and to facilitate a close working relationship. "Friend of the Farm", Media Kitchen, will assume responsibility for media planning.

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New York Firm Picked as Agency of Record

Woodcliff Lake, NJ - May 16, 2006... BMW Motorrad USA has selected The Concept
Farm, LLC, a leading multiplatform marketing communications agency in New York
City, as its advertising agency of record. The announcement culminates a
two-month process that included an evaluation of more than 46 agencies of
varying sizes within the United States and Europe. BMW Motorrad marketing
managers opted for an agency within the New York City area to minimize travel
and to facilitate a close working relationship. "Friend of the Farm", Media
Kitchen, will assume responsibility for media planning.

"We were particularly impressed with The Concept Farm's creative capabilities
beyond traditional print and television media," commented Laurence Kuykendall,
Community and Communications Manager, BMW Motorrad USA. "Their creative team
demonstrated a proven ability to utilize guerrilla, community and interactive
marketing strategies."

The Concept Farm's creative team also met another BMW Motorrad requirement that
key personnel working on the account be bona fide experienced motorcycle riders
and owners.

"BMW Motorrad has a strong desire to execute a fully integrated, content driven
marketing strategy that will ultimately carry this premium brand into the
future. It's a perfect match for the design and structure of our company. The
fact that we love their motorcycles and love to ride is a huge bonus," said
Griffin Stenger, Director, The Concept Farm.

Barry Lowenthal, President of The Media Kitchen, said, "We have some really
passionate motorcycle riders at our firm so when The Concept Farm approached us
to pitch with them, we both knew we had to win this business. BMW Motorrad
makes the best bikes in the world, so it's a real privilege to be working with
them."

The Concept Farm, an independent creative agency, production company and
entertainment development group, has 35 full-time employees. The agency
recently announced winning Windstream Communications, formerly part of Alltel,
in an open review. The Concept Farm's cable television show Cool In Your Code
earned two Emmy® awards earlier this year and its book, Change the Way You See
Everything, which debuted April 1, has already reached #14 on Barnes & Noble's
best-seller list. Major clients include The Bank of New York, Cablevision,
Deloitte Consulting, ESPN, and bestselling author James Patterson.

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