Tangent buys Lateral

Digital agency Lateral has been acquired by Tangent Communications for an undisclosed amount.

The digital creative agency will merge with Tangent One, the communications company’s full-service digital agency, to offer creative and strategic marketing and technology.

The combined 55-strong team will retain both brand names, with the potential to merge under one agency brand in the future.

Lateral has made four roles redundant as a result of the merge.

Established in 1997, Lateral has clients including the RSPCA, Hachette UK, Which?, Firetrap, Paco Rabanne and Nina Ricci.

Jon Bains, co-founder and planning director of Lateral, said, “Our ambition has always been to build a world-class digital marketing business with a true delivery focus. Now, with Tangent, there’s an amazing opportunity to make a significant impact on the market together, even in these trying times.”

Nicholas Green, CEO of Tangent Communications, said, “We’ve already made great inroads into the digital marketplace and see it as 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 part of our plan to invest further in a digital future and helps us to create a business that’s totally relevant to industry needs, both today and tomorrow,” he added.

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