Five chooses Lateral for strategic website rethink

LONDON - The terrestrial broadcaster five has appointed Lateral to its digital creative account after a six-way pitch.

Five launched a review following a major interactive strategy rethink that aimed to improve integration of its on-air programming and online content.

Lateral will overhaul the five website (www.five.tv), adding a new content management system. The new site will launch this summer.

The agency will also act as five's interactive strategic partner to develop the broadcaster's interactive communication with viewers via SMS, interactive television, e-mail and picture messaging.

"Following our internal interactive strategy session last November, we have looked at how we can tie all elements of interactive into a more cohesive strategy. This has resulted in the reduction of online content by 50 per cent and a focus on programming relevance," Simon Downing, the head of marketing at five, said. "Lateral is redesigning our site into something that we feel is truly innovative for a terrestrial broadcaster."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).