Digital agency Tangent Communications has bought rival Lateral for an undisclosed sum.
Tangent said it will utilise Lateral's creative background to boost the digital marketing services it offers to clients.
Lateral will be moving to Tangent's London office in Great Portland Street on 6th March, bringing its client list, including RSPCA, Hachette UK, Which?, Firetrap, Paco Rabanne and Nina Ricci.
Nick Gillett, Managing Director at Tangent One, Tangent Communication's full service digital agency, said: "There is a fantastic synergy between our two businesses which, we believe, will enable us to provide our clients with a 'dream team' of digital knowledge and expertise. By creating innovative digital marketing strategies, driven by unique technology and delivered through some of the industry's best creative talent, we feel we have a very compelling proposition to bring to the marketplace."
Jon Bains, co-founder and planning director at Lateral, added: "We've been looking to move to the next step with Lateral for some time. When the opportunity arose with Tangent, it felt like the perfect move. Our ambition has always been to build a world class digital marketing business with a true delivery focus and now, with Tangent, there is an amazing opportunity to make a significant impact on the market together, even in these trying times."
Nicholas Green, CEO at Tangent Communications, said: "We have already made great inroads into the digital marketplace and see it is a very exciting place to be, with huge potential which, if anything, is likely to grow during this economic downturn. Our acquisition of Lateral is therefore part of our plan to invest further in a digital future, and helps us to create a business that is totally relevant for industry needs, both today and tomorrow."
Simon Crab, co-founder and Creative Director at Lateral, concluded: "Our ability to realise our creative and strategic vision has often been hampered by the very scale and circumstance around which we flourished over the years. This is a great leap forward for us and our ability to deliver extra-ordinary creative solutions for global clients. Our combined creative teams and grand ambition will truly lead us somewhere unique."
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