Following a five-way pitch in the last quarter of 2006, Lateral has been appointed as the lead digital agency for Which?, working alongside MC&C/WPN.

Which? is an independent consumer organisation that receives no funding from government or companies. The organisation exists to tackle the issues that matter to all consumers. Which? publishes several magazines, (Which?, Holiday Which?, Gardening Which?, Computing Which?, Money Which?), to over 700,000 subscribers, and also sells around 175,000 books a year. These publications help people make the right choice when buying products and services, tell consumers their rights and expose company wrongdoing. Which? also campaigns to stop businesses from ripping off or endangering customers.

Which? Online is its premium online service, giving subscribers full access to . The website features hundreds of product reports as well as a whole host of materials and interactive features designed to help consumers.

Which? is the first client to sign up to Lateral’s new Consumer Brand Ownership and Consumer Brand Control strategic positioning, which puts the consumer in the driver’s seat of a brand’s marketing. Consequently, Lateral are providing a wide range of strategic and technical consultancy across key development areas for Which? Online - growth, conversion and retention of the existing and potential customer base and increasing their revenue base. Lateral is also working with Which?’s other partner agencies on the delivery of several CRM initiatives.

Lateral have already built and delivered an online advertising campaign delivered across the major shopping comparison sites in the run up to Christmas 2006, and are currently working on several smaller projects for the first quarter 2007.

For further information on Lateral please contact:
Karen Durham-Diggins
T: 020 8989 2541
M: 07808 584 624

For further information about Which? please contact:
Nicola Frame
Press Manager
T: 020 7770 7565

Editors Notes:

ABOUT Lateral Net
Lateral is one of UK’s founding digital agencies. Established in June, 1997, Lateral has evolved itself for the next major shift in the digital marketing space by repositioned itself as a strategic digital marketing agency. Lateral focuses on helping companies engage with online consumers and prosumers in the most effective way possible, helping them build long-term relations with individual consumers and communities. Lateral has launched new brand positioning strategies around Consumer Brand Ownership and Consumer Brand Control, which define how customers can engage and win customers in a consumer controlled media world.

Their pioneering expertise and professional approach has attracted recognition both within the new media industry, having been awarded several times for their work, as well as the consumer market as can be seen by their client list which includes: Levi’s® Europe, Faber and Faber, Nintendo, Five and RSPCA.

Published on: 12:00AM on 14th February 2007