Which? picks Lateral for digital brief

Consumer watchdog Which? has appointed Lateral to handle its digital account following a five-way pitch against undisclosed agencies.

The agency has been working with the consumer group on a number of projects, such as an online campaign in the run-up to Christmas, but will now be retained to handle all digital work. It is already working on several smaller projects for Which?, to be rolled out in the spring.

Which? is the first client to sign up to Lateral’s new Consumer Brand Ownership and Consumer Brand Control strategic positioning. The agency says its platform puts the consumer in the "driver’s seat of a brand’s marketing".

Lateral will work on a wide range of strategic and technical projects across key development areas for Which? Online. It will be responsible for driving growth, and boosting conversion rates and retaining and growing its customer base.

Lateral will work alongside Which?’s existing roster of agencies on several customer relationship management initiatives.

Which? is an independent consumer organisation, which aims to tackle the issues that matter to all consumers. It publishes several magazines covering a number of categories.