Lawton rebrands as Five by Five

Lawton eMarketing, the digital agency for Electronic Arts and Adidas, is rebranding as Five by Five from next week. The new name will come into effect on Monday, October 2 and is designed to suggest the potential for perfect communications – “five by five” is a term used in radio communications to describe perfect signal strength and clarity.

Lawton, which specialises in entertainment, packaged goods and travel clients, has offices in London and Southampton. Its clients include 20th Century Fox, Club 18-30 and Bacardi Breezer and it provides a wide range of digital services, including online advertising, media planning and buying and analytics.

Its most recent success for the 11-year old agency was winning a Gold Cyber Lion at the Cannes advertising festival in June. The winning campaign, developed in partnership with The Viral Factory, was for Phillips’ ambx technology used for home entertainment.

Next week’s rebranding of the agency follows an internal review which began last summer. At the time the agency’s managing director Steve Sponder said the agency needed to clarify its position in the market.

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