CAMPAIGN.I: LShift joins forces with Lateral to form network

Lateral, the new-media design and marketing agency, is forming a partnership with LShift, a new purely technical agency, as the first stage in its development of a network.

Lateral, the new-media design and marketing agency, is forming a partnership with LShift, a new purely technical agency, as the first stage in its development of a network.

Jon Bains, Lateral's chairman, formed LShift with Andy Wilson, who was previously the technical director at the new-media agency Amaze. They have been joined by a number of other technical specialists.

The agency will focus on interstitial technologies - the point at which all of the new emerging technologies connect with each other.

LShift will not be working exclusively with Lateral, which over the past few years has developed much of the online strategy for Levi's. It will be also be used as a specialist technical shop by other design agencies.

Wilson, the chief executive at LShift, said: 'At some of the jobs I've been in, the senior management haven't understood anything about the internet.' Technical staff from partner agencies such as Lateral will sit in on joint project meetings at LShift.

Wilson said: 'Creatives have a different culture to geeks. Although we know we can work really well with Lateral, we want our company to focus around our culture.'

Bains is also the chairman of LShift, and said the creation of the network would please clients.

He added: 'By creating a company such as LShift and incorporating as many different cultures into the network as we can, people will be more encouraged to stay.'

He added that clients and their brands will benefit from the availability of more specialist services. According to Bains, other branches of the network are planned, including a media shop and an interactive toy shop.

The two companies have already pitched together for several accounts. LShift will develop the technical strategies of Lateral's clients as well as pitching to its own potential clients.



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