Pareto strengthens online marketing capability

    Strategic alliance allows clients to access growing opportunity of social
    media websites

    TORONTO, Feb. 27 /CNW/ - Pareto Corporation (TSX: PTO), a leading
marketing services company, has formed a strategic alliance with Ontogenix
Inc., a technology company that has the potential to improve its clients'
ability to market effectively to one of the fastest growing segments of
internet users. Pareto will offer a service using Ontogenix Inc.'s proprietary
technology to place ads on social media websites in a manner that dramatically
improves response rates.
    "The use of social media sites is growing exponentially and traditional
marketing tools, including traditional web advertising, are not always
effective in reaching the important demographic groups that frequent those
sites. By matching the right ad with the right individual, we can help our
clients better connect with their target consumers, much like we already do
with tools like customized direct mail," said Kerry Shapansky, Pareto's
President and Chief Executive Officer. "Pareto's service delivery has always
been supported by a sophisticated technology backbone such as database
segmentation techniques or web-based client interfaces. This expansion of our
service offering marks a logical extension into a customer-facing online
marketing presence."
    Pareto has also made a strategic investment in Ontogenix and will fund
the investment out of existing cash resources. GrowthWorks Commercialization
Fund has also invested in Ontogenix. GrowthWorks(*) is a recognized leader in
the Canadian retail venture capital industry.
    "We are very pleased to forge this strategic partnership as we prepare to
commercialize our technology. Through its existing client base Pareto has
access to a solid roster of blue chip marketers," said Chetan Mathur, Chairman
of Ontogenix Inc. "At Ontogenix, we believe that the user generated content
explosion is disrupting the online advertising industry and that fundamentally
new technology and business models are required to solve the equation. Our
goal is to help companies market more effectively in the online social media

    (*) GrowthWorks refers to affiliates of GrowthWorks Ltd. and includes:
    GrowthWorks Capital Ltd, manager of the Working Opportunity Fund (EVCC)
    Ltd.; GrowthWorks WV Management Ltd., manager of GrowthWorks Canadian
    Fund Ltd. and GrowthWorks Commercialization Fund Ltd.; and GrowthWorks
    Atlantic Ltd., manager of GrowthWorks Atlantic Venture Fund Ltd. and
    ENSIS Management Inc., manager of ENSIS Growth Fund Inc. GrowthWorks is a
    registered trademark of GrowthWorks Capital Ltd. ENSIS is a registered
    trademark of ENSIS Capital Corporation.

    About Pareto Corporation

    Pareto Corporation is a marketing services company that offers marketing
execution solutions to leading companies in a broad range of industry sectors.
Pareto provides measurable, quantifiable services that complement our clients'
marketing and sales departments. For more information, please visit our
website at

    This press release contains forward-looking statements related to
expected future events and financial operating results of Pareto that involve
risks and uncertainties. Actual results may differ materially from management
expectations as projected in such forward-looking statements for a variety of
reasons, including market and general economic conditions and the risks and
uncertainties detailed from time to time in Pareto's SEDAR filings.

For further information:

For further information: Kerry Shapansky, President and Chief Executive
Officer, Pareto Corporation, (416) 790-2350; Karen Trudell, Chief Financial
Officer, Pareto Corporation, (416) 790-2360; Jeff Codispodi, Investor
Relations, Equicom Group, (416) 815-0700 ext 261

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