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First Financial Bank is New Bank Branding Client

Major Regional Bank Seeks Stronger Brand Message. GREENSBORO, N.C. – February 12, 2006 – Stealing Share, a global brand strategy firm specializing in developing strategies to steal market has been retained by First Financial Bancorp to develop a stronger consumer and commercial brand and aid in consolidating the three distinct bank brands under one umbrella.

Resultant Research® is conducting the research on behalf of First Financial Bancorp and Stealing Share's interactive is creating the new branded interactive website. First Financial Bancorp operates as the bank holding for First Financial Bank, National Association, which provides commercial banking, and other banking and banking-related services primarily in the United States.

Its deposits products include interest-bearing and noninterest-bearing deposit accounts, and time deposits. The bank offers various loans products, including commercial lending, real estate lending, consumer credit, credit card, and other personal loan financing. In addition, the company offers trust and asset management services, as well as insurance services. As of December 31, 2005, it operated 105 banking offices, including 54 offices in Ohio, 44 offices in Indiana, 5 in Kentucky, and 2 in Michigan. As of the above date, the bank operated 111 ATMs. First Financial was founded in 1982 and is headquartered in Hamilton, Ohio.

About Stealing Share Stealing Share is a strategic and brand planning firm that focuses on giving clients meaning to their brand so they can change customer behavior. We provide clients analysis, research and actionable plans designed to steal market share from competitors by pinpointing what is meaningful to target audiences and can be positioned against the competition. More information can be found at www.stealingshare.com or by calling 336-389-9315.