Associated Banc-Corp: Associated names Harley-Davidson VP Ruth Crowley to Board

News Release

GREEN BAY, Wis. – Feb. 3, 2004 – Associated Banc-Corp (Nasdaq: ASBC)
has appointed Ruth M. Crowley to its Board of Directors. Ms. Crowley joined
Harley-Davidson Motor Company as vice president of general merchandise in
March 2000. In this role, she oversees worldwide design, manufacturing and
distribution of Harley-Davidson MotorClothes apparel, giftware and the
licensing of merchandise.

She also has extensive experience in executive management positions
in the retail and entertainment sectors including May Company, The Limited,
Eddie Bauer, Inc., Host Marriott Services Corp., and Universal Studios. Ms.
Crowley is an Irish national. She completed her education at Emerson
College in Dublin, Ireland.
Ms. Crowley is very active in the Milwaukee community, particularly with
children’s organizations such as Big Brothers Big Sisters and The Next Door
Foundation. She is also actively involved with Harley-Davidson’s corporate
sponsorship of the Muscular Dystrophy Association and is on the Board of
Governors for the University of North Texas.

“We are pleased to be adding someone with Ruth’s energy and
experience to our Board of Directors,” said Paul Beideman, president and CEO
of Associated Banc-Corp. “We know that Associated will benefit from her
extensive retail and business management expertise.”

Ms. Crowley’s appointment is effective today. She will stand for
election at the company’s April 28 annual shareholders’ meeting.

Harley-Davidson Motor Company produces heavyweight street, custom
and touring motorcycles and offers a complete line of motorcycle parts,
accessories, apparel and general merchandise. As a subsidiary of
Harley-Davidson, Inc., Buell Motorcycle Company produces sport motorcycles
in addition to motorcycle parts, accessories and apparel. Harley-Davidson
Financial Services, Inc. provides wholesales and retail financing and
insurance programs to Harley-Davidson/Buell dealers and customers.

Associated Banc-Corp, headquartered in Green Bay, Wis., is a
diversified multibank holding company with total assets of $15.2 billion,
serving Wisconsin, Illinois, and Minnesota through more than 200 banking
offices. Associated offers a full range of traditional banking services and
a variety of other financial products and services. More information about
Associated Banc-Corp is available at www.AssociatedBank.com.