Jon Bain is beating the drum for Lateral now that his former Web design company Obsolete is no more. Obsolete became known for its innovative approach to new media and notably for landing the (Levi.com) Web site account.
Bain has kept the business and now commutes between London and San Francisco where Levi's likes to remind him he is the first person they have ever flown regularly between the two cities to work on a marketing project.
When not working on the Levi's account Bain is focusing more on getting new business and describes taking on new work as "more like mission impossible" due to the leading-edge nature of the work.
Lateral consists of six people, including Bain's big catch, business manager Dave Hart, formerly global marketing manager at Ogilvy and Mather. Thanks to Hart, Bain says advertising agencies are more willing to work with Lateral and do "subverts" as they used to be known at Obsolete.
So what does he make of the UK Internet scene? "It has matured a bit now. In San Francisco it has gone through commercialisation and big shops have largely given way to smaller companies. I think the same thing will happen here."
So how does he want Lateral to be known in the industry? "We talk about being a creative hotshop, which really means working on quality global brands that speak to 16-24 year olds. We are pitching for some interesting work at the moment such as film companies. I am very interested in that area."
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