December 27, 2010
For Immediate Release
MACROMILL, INC.
Company Representative: Tetsuya Sugimoto, Chairman and President(Code no.: 3730, First Section of Tokyo Stock Exchange)
Contact for further information:
Yasuhiro Kihara, Chief Financial Officer and Senior Executive Officer
TEL: +81-3-6716-0700

Announcing the Establishment of a New Company

MACROMILL, INC. (hereinafter referred to as “the Company”) is pleased to announce that, following
discussions based on the basic agreement relating to the “Notice of Basic Agreement on theEstablishment of a New Company” dated September 24, 2010, its Board of Directors has resolved, at ameeting held on December 27, 2010, that the Company, Hakuhodo DY Holdings Incorporated(hereinafter referred to as “Hakuhodo DY Holdings”) and Tokyu Agency Inc. (hereinafter referred to as“Tokyu Agency”) would co-found a new company with the purpose of collecting and selling data onconsumer purchases.

1. Reason for establishing new company
Interest in consumer purchasing data is increasing, as consumers’ penny-pinching tendencies and thediversification of lifestyles make businesses to turn to services that enable them to track customertrends from new perspectives.
The Company and Tokyu Agency jointly provide the QPR (Quick Purchase Report) service, a onestop shop for data on actual purchases and consumer attitudes. The service is popular especiallyamong manufacturers of food, beverages and daily necessities, and has also attracted a great deal ofattention from marketing support firms such as advertising agencies and distribution firms in recentyears.
In response, the Company decided it was necessary to further enhance the service andprovide/generate reliable panel data that will allow businesses to conduct marketing activities basedon research of consumer purchasing patterns. Accordingly, the Company decided to join forces with
Tokyu Agency, with its many years experience of providing product selection research, andHakuhodo DY Holdings, which is pursuing next-generation, comprehensive marketing solutions, toco-finance a new company with the purpose of collecting and selling consumer purchasing data.
The Company plans to set up the new company as a consolidated company subsidiary and will holdaround 82% of the new company’s issued shares, but it will then seek investments in the newcompany across a wide range of industries and aims to make the consumer purchasing data provided
by the new company the most widely used data across various industries* Refers to database of purchase data collected by portable scanners and the related service offered bythe Company.

-1-2. Outline of the new company(1)

Trade name

M-CUBE AND ASSOCIATES, INC.

(2)

Location

2-16-1 Konan, Minato-ku, Tokyo(3)

Title/ Name of Representative Katsuyuki Konishi, President & Representative Director(4)

Business

1. Creation, operation and management of consumer research panels
2. Collection and sale of purchasing pattern and lifestyle behavior
data
3. Online market research and analysis
4. Research planning and design, aggregation and analysis services
5. Development of marketing systems
6. Research and marketing consulting business7. All business incidental to the foregoing(5)

Capitalization

400 million yen(6)Date of incorporation

January 11, 2011 (provisional)

Shareholder composition

Macromill, Inc. 81.875%
Hakuhodo DY Holdings Incorporated
Tokyu Agency Inc. 3.125%

(7)

(8)

Relationships between thelisted company and the newcompany

15.000%Capitalrelationship

The Company will hold 81.875% of the newcompany’s shares.

Personnelrelationship

The Company will dispatch one President, one
Director and one Auditor to the new company.

Businessrelationship

There is no notable business relationship between
the Company and the new company. There is nonotable business relationship between the relatedparties and affiliated companies of the Companyand the related parties and affiliated companies ofthe new company.

3. Outline of shareholders[Hakuhodo DY Holdings] As of March 31, 2010(1)

Trade nameHakuhodo DY Holdings Incorporated(2)

Location

Akasaka Biz Tower 5-3-1 Akasaka, Minato-ku, Tokyo(3)

Title/ Name of Representative Hirokazu Toda, President & Representative Director(4)

Business

Operation and management of subsidiaries that provide generalmarketing and communication services to advertisers and otherclients(5)

Capitalization

10,000 million yen(6)Date of incorporation

October 1, 2003

(7)

Net assets

208,802 million yen(8)

Total assets

456,313 million yen

Major shareholders andshareholdings

The Hakuho Foundation 18.17%
General Incorporated Association Hakusei-kai 5.21%
Hakuhodo DY Holdings Employees’ Shareholdings Association
3.76%
Motoko Nakamoto 3.22%(9)-2-There is no notable capital relationship between theCompany and the new company. There is no notable
Capitalcapital relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.

Relationships between the(10) listed company and the newcompany

There is no notable personnel relationship between theCompany and the new company. There is no notable
Personnel
personnel relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.
There is no notable business relationship between theCompany and the new company. There is no notable
Businessbusiness relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.
Relatedparties[Tokyu Agency]

The new company is not a related party of theCompany. The related parties and affiliated companiesof the new company are not related parties of theCompany.

As of March 31, 2010(1)

Trade name

Tokyu Agency Inc.

(2)

Location

4-8-18 Akasaka, Minato-ku, Tokyo(3)

Title/ Name of Representative Tuneyasu Kuwahara, President and Representative Director(4)

BusinessGeneral advertising agency(5)

Capitalization

3,637 million yen(6)Date of incorporation

March 1, 1961

(7)

Net assets

6,115 million yen(8)

Total assets

30,685 million yen(9)Major shareholders andshareholdings

Tokyu Corporation 66.6%
Tokyu Agency Employees’ Shareholdings Association
Tokyu Department Store Company, Limited 7.3%

Relationships between the(10) listed company and the newcompany

7.7%

There is no notable capital relationship between theCompany and the new company. There is no notable
Capitalcapital relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.
There is no notable personnel relationship between theCompany and the new company. There is no notable
Personnel
personnel relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.
There is no notable business relationship between theCompany and the new company. There is no notable
Businessbusiness relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.

-3-Relatedparties

The new company is not a related party of theCompany. The related parties and affiliated companiesof the new company are not related parties of theCompany.

4. Financial results of each company
Macromill
FY ended June 30, 2010

Hakuhodo DY Holdings
Tokyu Agency
FY ended March 31, 2010 FY ended March 31, 2010

(1) Net sales

7,353 million yen

917,065 million yen

95,634 million yen(2) Ordinary income

2,135 million yen

8,194 million yen

45 million yen(3) Net income

1,266 million yen

1,277 million yen-622 million yen

5. Schedule
Meeting of Board of Directors:
Establishment of new company:

December 27, 2010
January 11, 2011 (provisional)

6. Outlook
At the present time, the establishment of the new company is not expected to have a significant
impact on the Company’s consolidated results for the fiscal year ending June 30, 2011.
The data sales and marketing services and other services the Company currently provides to users
will continue as normal. The new company aims to become the first-choice QPR service provider bycreating a structure that directly or indirectly provides a steady stream of consumer purchasing data tothe Company, advertising agencies and other operating companies, either directly or indirectly, whileat the same time pursuing further expansion in areas and sample size and higher quality of data on
product purchases.
7. Investors in new company after its establishment
The Company plans to seek investors from a wide range of industries after establishment of the newcompany and, on December 27, 2010, concluded a basic agreement with MCCANNWORLDGROUP HOLDINGS (hereinafter referred to as “MCCANN WGH”) to proceed withdiscussions on investment in the new company after its establishment, aiming for drawdown ofinvestment capital during January 2011. The Company plans to transfer some of its shares in the newcompany to MCCANN WGH to give MCCANN WGH a stake of around 1% in the new company.
[MCCANN WGH]

As of December 27, 2010(1)

Trade name

MCCANN WORLDGROUP HOLDINGS(2)

Location

1-1-1 Minami-Aoyama, Minato-ku, Tokyo(3)

Title/ Name of Representative Michael MacLaren, President & CEO(4)

Business

Management and operation of subsidiaries that provide generalmarketing and communication services to advertisers and otherclients(5)

Capitalization

497 million yen(6)Date of incorporation

December 16, 1960

(7)

Net sales

Not published-4-(8)Relationships between thelisted company and the newcompany

Capitalrelationship

There is no notable capital relationship between theCompany and the new company. There is no notable
capital relationship between the related parties andaffiliated companies of the Company and the relatedparties and affiliated companies of the newcompany.

Personnelrelationship

There is no notable personnel relationship between
the Company and the new company. There is no
notable personnel relationship between the relatedparties and affiliated companies of the Company andthe related parties and affiliated companies of thenew company.

Businessrelationship

There is no notable business relationship between
the Company and the new company. There is no
notable business relationship between the relatedparties and affiliated companies of the Company andthe related parties and affiliated companies of thenew company.

The new company is not a related party of theCompany. The related parties and affiliatedRelated parties
companies of the new company are not relatedparties of the Company.

(For reference) MACROMILL’s business forecast for the current period (announced August 13, 2010)
Net sales

Operating income Ordinary income

Net income

Consolidated business
forecast for the current
fiscal year (fiscal year
ending June 30, 2011)12,530 million yen 2,467 million yen 2,506 million yen 1,304 million yen

Consolidated businessresults for thepreceding fiscal year
(fiscal year ended June30, 2010)

7,353 million yen 2,129 million yen 2,135 million yen 1,266 million yen-5-