Observer decides on a revised strategy, new long term financial targets and dividend policy

Observer’s Board of Directors has decided on a revised strategy, new long term financial targets and dividend policy. Revised Strategy Observer aspires to capture an increased share of the growing market for reputation and campaign management, media monitoring and research of media contacts by offering an innovative portfolio of services & solutions for Communication Professionals and Consultants within PR, IR and Marketing, with prime focus on large and international companies and organizations. Value for clients, employees and shareholders will be created through: 1. Using Observers strength in having access to all relevant content in all channels and by offering integrated and, for more complex needs, customized, services and solutions. 2. Creating a uniform profile and offering with global reach, leveraging current presence on the world’s most important markets and, through partners, on other relevant markets. 3. Increased efficiency, targeting further economies of scale and a corporate culture characterized by effectiveness, commitment and innovation based on clients’ needs. Long Term Financial Targets Organic Growth ≥ 6 % Operating Margin (EBIT) ≥ 18 % Return on Operating Capital ≥ 15 % Debt/equity ratio < 100 % Interest Coverage > 4.0x Dividend Policy Surplus funds will be distributed to shareholders whereof on average 25 percent of the Group’s earnings after tax through dividends. Surplus funds are defined as funds not needed for investments, expansion, and other needs relating to the financial position of the Group. Capital Market Day A presentation of Observer’s revised strategy and integrated services will be presented on a Capital Market Day in connection to the Interim Report for the third quarter. Stockholm as above, OBSERVER AB Board of Directors For further information, please contact: Anders Böös, Chairman, telephone: +46 8 507 410 10 Niklas Flyborg, President and CEO, telephone: +46 8 507 410 10, e-mail: niklas.flyborg@observergroup.com Gunilla Rudebjer, CFO, telephone: +46 8 507 417 23, e-mail: gunilla.rudebjer@observergroup.com “We improve clients’ performance through integrated services and software solutions for reputation and campaign management, media monitoring and research of media contacts.”