Totem Named Digital Agency of Record for NABS

Launch of NABS new web site and digital-content strategy marks the beginning of a partnership with Totem.

Toronto, ON - May 25, 2010 Totem, brand storyteller and North America's leading custom-media agency, has been chosen as the Digital Agency of Record for the National Advertising Benevolent Society (NABS).

NABS is Canada's only charitable organization providing assistance to professionals in the communications industry who may need help due to illness, injury, unemployment or financial difficulties. NABS has been aiding Canadian media professionals for over 25 years with financial assistance, personal, family and career counselling, workshops and events.

Totem has already designed and implemented an integrated digital-communications plan, incorporating social-media strategies and tactics. With a strong focus on its mantra - "Support. Develop. Connect." - a phased re-launch of NABS communications is beginning this month, with Totem delivering comprehensive turnkey digital-content solutions.

The NABS website (www.nabs.org), has been completely redesigned and will be
unveiled on May 25, along with a targeted e-newsletter program. "As you'll see from the new design, it is very easy to navigate through the site - whether you are there to give support or to look for ways that NABS can help you in your career - as well as to navigate between the distinct content," said Chris Osborne, Totem SVP Strategy & Technology.

The new site features improved functionality, an executive calendar of events, an
Ambassadors' Network calendar of social events, links to Facebook, Twitter, LinkedIn and an Executive Blog. The blog's first feature by NABS President and CEO Mike Fenton, entitled "What's in a story," profiles the partnership with Totem in helping to enhance the NABS brand story. A feature by Totem President and CEO Eric Schneider will come in the next few weeks.

And since members of the industry are at the forefront of information technology and social media, it's fitting that NABS' integrated messaging is conveyed through a variety of social-media platforms, with a phased launch beginning in May and running through June. "This is an exciting project for Totem, as it allows us to integrate several areas of core expertise," said Osborne.

"With times as tough as they are now, it's imperative that NABS reach out efficiently and effectively to people in need," said Cathy Whelan Molloy, Chair of NABS national Marketing & Communications committee. "We're very pleased to have Totem take us to the next level in communicating our message. And since we're 100% funded through donations from individuals, associations and corporations, we need to have a strong voice that registers with them as well. Even our events, critical to our fundraising and promotional awareness, are reliant on getting the word out. Totem's multi-platform digital plan will help us get significant momentum going."

"NABS is about community-building, and our partnership will no doubt bring a new
level of awareness to that effort," said Joseph Barbieri, Totem SVP Marketing &
Business Development. "We're extremely pleased to be the key digital-agency partner. More importantly, we're excited to support a great cause that helps a ommunity we're a part of."

About NABS Canada
The National Advertising Benevolent Society (NABS) is the only charitable organization in Canada that provides assistance to communications and related industry professionals who may need help due to illness, injury unemployment or financial difficulties. NABS services include financial assistance and a national toll-free HELPLINE (1-888-355-5548) for personal, career and financial counseling services. Founded in 1984 and supported 100% by the industry, NABS has contributed more than $8 million to thousands of industry colleagues and their families. NABS has chapters in British Columbia, Alberta, Ontario and Quebec, and provides services in all provinces across Canada.

About Totem (formerly Redwood Custom Communications)
Totem creates branded content and custom-media programs by combining best-in-class journalism and marketing talent to build meaningful customer relationships and drive clients' business objectives. Totem has offices in Toronto and New York and is part of Transcontinental Inc.'s Marketing Communications Sector. Totem's North American client roster includes Procter & Gamble, The Home Depot, Canadian Automobile Association (CAA), Frito-Lay, Sears, Sobeys, The Principal Financial Group, Rexall, Mazda International, Groupe Aeroplan, Bank of America and more. Totem has won more than 170 national and international awards. For more information about Totem and to view its portfolio, please visit totembrandstories.com.

Media contacts:

Totem

Joseph Barbieri, SVP Marketing & Business Development
joseph.barbieri@totembrandstories.com / www.totembrandstories.com
TO 416 847 8548 / NYC 212 896 3849

NABS

Mike Fenton, President & CEO
NABS Canada & BEC
mfenton@nabs.org / www.nabs.org / www.le-bec.org / 416 962 0446 x 224