Generation5 Names Joe Nicholson Chief Executive Officer

    Experienced Entrepreneur Charged with Spurring Investment, Growth

    TORONTO, Nov. 8 /CNW/ - Generation5, the North American leader in
precision Consumer Intelligence, today announced the appointment of Joe
Nicholson as Chief Executive Officer. The appointment represents an important
step in the execution of Generation5's growth strategy. In addition to his
responsibility for operations, Nicholson will lead the effort to secure
additional venture capital financing and commercialize Generation5's Web-based
Consumer Intelligence platform, ConsumerFocus(TM). As part of this
appointment, Nicholson will take an ownership stake in the company.
    Nicholson joined Generation5 in January 2007 as Chief Operating Officer,
bringing twenty years experience working in executive positions with start-up
and established technology businesses. Prior to joining Generation5, Mr.
Nicholson was Chief Operating Officer of Exact Software North America, one of
the world's leading providers of business software for small to medium-sized
organizations. Previously, he was president and COO of Surebridge, a
venture-backed "software-as-a-service" provider of business applications.
Earlier in his career, he founded and, over the course of a decade, built BBG
New Media into the largest interactive media firm in New England, before
selling the business in 1997 to THINK New Ideas, a pioneering Internet
services company.
    "Joe brings a lot of experience in growing innovative emerging technology
companies," said Generation5 founder, Milorad Krneta. "Already he's given us
the discipline to service our customers better. With his leadership, we'll
make our vision of transforming marketing with automatic predictions a reality
in the marketplace."
    Dr. Krneta retains his role as Generation5's Chairman and Chief
Scientific Officer. As Chief Scientific Officer, Dr. Krneta will continue to
advance the company's technology vision and innovation, and lead the Math
Laboratory in their work on automatic prediction technology. Also, Dr. Krneta
will bring to market new commercial applications of this groundbreaking
    "Generation5 faces tremendous opportunity", said Nicholson. "Marketers
have been talking about one-to-one for years, but with Generation5's unique
prediction technology, marketers will finally have the Consumer Intelligence
to understand each of their customers, and target them based on intelligence
rather than guesswork."
    Generation5 uses its unique prediction technology to take market research
data and transactional data and predict future behaviour for each household,
postal code and ZIP+4 in North America. With this level of precision,
marketers have something more valuable than consumer insight, they have true
Consumer Intelligence - detailed predictions on a comprehensive range of
behaviours that they can use to understand demand from the ground-up and
target their best customers with a precision never before available.
    "Generation5 has built a great business servicing leading marketers in
Canada," said Nicholson. "Marketers across North America are starting to
understand the value we deliver. With the right investment and infrastructure,
we'll be able to capitalize on this opportunity by providing marketers with
easier access to more detailed Consumer Intelligence then ever before. It's
really simple. With more detailed Consumer Intelligence, our customers become
more effective at targeting their customers. They see the results right on the
bottom line and come back and buy more."

    About Generation 5, Inc.

    Generation5(C) provides the most precise Consumer Intelligence in North
America, helping marketers achieve more effective targeted marketing and brand
management. Generation5 makes it easy for marketers to turn insight into
action by producing accurate predictions of consumer behaviour for every
household, postal code and ZIP+4. As a result, they are able to directly
target customers through direct mail and trade promotion, driving dramatically
higher response rates and sales. Generation5 customers include leading brands
like Citibank, TJX, Kraft and Rogers. For more information, visit

For further information:

For further information: John Buten, VP of Marketing, Generation5, Inc.,
(416) 441-6800 x276,

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