LIVONIA, Mich., Feb. 18 -- Valassis, the leading company in marketing services and Connective Media(TM), and Safeway announced today they have signed a multi-year agreement naming Valassis the exclusive authorized representatives for Safeway's third party direct mail initiatives. As of Jan. 1, 2004, Valassis will sell and coordinate all such direct mail programs. The agreement includes all Safeway category- and brand-specific solo, cooperative and sampling direct mail programs. "This agreement with Safeway is another example of Valassis' status as a growing provider of marketing services to the grocery retail industry," said Alan F. Schultz, Chairman, President and CEO of Valassis. "In addition to signifying another important win for our 1 to 1 Solutions business, this agreement represents major strides in Valassis' efforts to grow our customer base." "Valassis' strong CPG relationships and their growing position in the marketplace played an important role in our decision," said Talbott Roche, Vice President of Safeway. "Through this exclusive representation, Valassis will help Safeway to enhance the value proposition to its shoppers." "Of course, privacy is of the utmost concern with Safeway," said Roche. "Therefore, Safeway does not sell, give or lease personally identifying information to non-affiliated companies or entities; and this agreement continues Safeway's tradition of protecting customer privacy."